The short answer to whether small business owners should mix business with politics is that it is an individual decision. However, in a similar vein to the articles I posted recently on aligning your business with charities, there are some things you need to consider.
The primary risk of aligning yourself with a political party is that it can alienate your customers and hurt your brand. Those who have strong ties to opposing parties, or even those who avoid any political ties, may avoid dealing with your business due to your views. But there are ways to minimise the potential negative effects of involvement with politics if you choose to do so:
- Limit your support to issues, rather than political parties. Few of us could say that we agree with every issue and policy touted by a preferred political party. Supporting a particular issue distances your business and minimises damage to your brand when there are political party fallouts (as there inevitably always are!).
- Choose localised issues. These may be geographically local or issues that are relevant to your customer base, and that align with your company’s values. For example, a local gym might support an initiative to increase physical activity for children.
- Ensure you are informed before you show support publicly. You run a much greater risk of harming your business if you do not do a great deal of research into the political issue, party of person that you are supporting. You don’t want to find out too late that there are aspects of a political cause that you are not comfortable with.
- Where possible, choose an issue that unites people rather than polarises them. Even though you may be passionate about an issue, it doesn’t make good business sense to damage your business by aligning with a marginal or controversial issue. This is where it can be wise to separate personal views with professional conduct.
Strong political views and convictions can work alongside your business as long as you do your homework first, and if your intention is to unite rather than divide. Make careful, measured decisions and choose wisely.
Michelle Grice writes a weekly column for business women in The Western Weekender