How do we share our values in a time like now when there are A LOT of hot button issues that might be impacting us personally or be important to our clients? You can’t really ignore it anymore. But many business owners aren’t comfortable sharing their political views online. They want people to know how they feel without posting who they are voting for. Is there a middle without mixing the two?
Yes. I think there is a way we can.
In episode 161, I talked about why going quiet isn’t safe and neutral isn’t neutral. I also said people share in different ways which is totally fine. You don’t have to be loud about your politics but your audience needs to know your values. They want to know how you feel about hot button issues. That know, like, and trust factor we have been talking about for years is still there and stronger than ever as people crave human connection and like minded interactions online.
The Values and Politics Overlap
Whether you want to admit it or not, they do. You can’t fully separate them. If you post about what childcare costs, someone will read it as political. When you post about the latest mass shooting in the US, it is definitely political. You control how clear you are. You can’t control how people read it.
If we learned anything from retail stores rolling back DEI policies and how the public reacted, we know customers care about where companies stand. While we thought larger companies could handle it, turns out they lost a huge customer base and it did impact their bottom line. Small business owners have a harder time risking that.
In June 2026, Brunswick and Echelon Insights did a survey of 1,001 registered voters, and 65% of them said they wanted businesses to stay politically neutral and focus on serving customers. At the same time, in May 2026, a survey by APCO of 1,522 U.S. adults, 27% read silence during major events as fear of backlash, and 22% read it as a sign the company quietly agrees.
Ok, so what are we supposed to do? Stay silent or share our viewpoint? Silence gets interpreted by customers and potential customers just like stay neutral. I think it’s a personal choice. You have to make a deliberate choice.
Choose Your Level of Comfort
Each level adds a little more exposure. It’s going to depend on your comfort level and honestly, no one can tell you what that is. This is purely a guide to help. Your viewpoint is yours alone. There are going to be issues that are important to you that might not be to anyone else.
Remember that not everyone is loud in how they share. If someone is not sharing their view, it doesn’t mean they are never sharing it, they might not be sharing it online or how you are sharing it.
Level 1: Go through the motions
Not as loud still doing something. Block off Election Day so you can vote and volunteer. Share your voting sticker when you do vote. Donate to a cause you care about. You don’t have to share about it unless you want to though. Build a policy in your business that reflect what you care about like flexible deadlines for clients who are caregivers.
You aren’t posting. You aren’t arguing with any haters in the comments. The trade-off is that most people aren’t sure where you stand.
Level 2: Tell your own story
It seems basic but share what’s happening in your life and business with no politics attached.
Ex: Childcare costs forced me to rework how I schedule client calls.
It can be related to your life making it hard to argue with and easy to relate to especially if your audience is similar to you. The trade-off is that you’re sharing something personal, also a bonus! Be sure to share things you are comfortable sharing.
Level 3: Name the issue
Say what you care about without saying who you want to win. We all have things we feel strongly about whether it’s education, immigration, healthcare, finance, taxes, gas prices, or groceries. When you name it, you’re pointing to a problem your clients are living with too.
Sprout Socials Q1 2026 survey found 25% of social media users say brands should only speak out when an issue directly relates to their industry. The trade-off is that some people will read it as political no matter what.
Level 4: Take a stand
Be super clear about what you support. I’ll be honest, I think most of us are here. We’ve had enough and are fine with being crystal clear. Or is it the 40+ women who are good with it?
Ex: “Why don’t we have better parental leave in the US?” “How crazy is it that we’ve cut costs to our education system?”
You name the policy, not the person or party. The trade-off is your audience is clear on where you stand. Some people will lean in and others might leave.
Level 5: Go all in
It’s your call here and plenty of business owners feel strongly about sharing any and all feelings about what’s been happening in the US since 2024. Prepare for reactions in both directions from your own audience and others.
Where do you go from here?
Ask yourself these three questions if you are sitting there wondering what to do.
1. What does this have to do with my work or my clients lives?
Start with the issues that are important to you and potentially the people you serve. If you build digital products for women running service businesses, costs, care work, education, and safety connect directly. Add in issues that you directly connect with as well. Your business is a reflection of you and your brand. It a is a way for your clients to get to know your values. When you share topics that link to your passions, your clients will see that.
2. Can I stand by this for a year or am I putting it out there for two weeks?
Burson surveyed 1,601 U.S. adults in April 2026, and 76% said they lose respect for CEOs who change their public positions under outside pressure. APCO found 72% respect companies that keep their commitments despite political pressure. Consistency earns more trust than volume. It goes back to the quality over quantity. You don’t have to be loud to prove you are passion about something, you just have to be consistent. You don’t have to say it a million times, you need to be consistent. Again, your passion about a topic will shine through for clients.
3. What can I handle when someone pushes back?
Unfortunately we live in a time when pushback is part of speaking up and it’s not as respectful as it once was. If you get a hostile comment, you don’t want it to wreck your week. How will you handle it? Make a plan for yourself. Also consider the source of the comment.
Make your POV strong
There are words that work and words that don’t. Try some of these tips to help. These are guidelines, I’m not an expert.
- Be specific. Saying “we believe in kindness and unity.” Mmmmk. Cool. Try this instead: “I’m tired of watching women choose between their business and after school care.”
- Use “I” statements not “we” when you are sharing your view. You’re not telling your audience what to think. This is not a “you should” situation.
- Skip sarcasm. It’s easier to joke when you are trying to convey a serious message but plain language is stronger.
Frame it around what you care about. Don’t pair what you are sharing with a promotion, that’s gross. Leave the sale out of it. Just share your perspective.
You can always share your values on your platforms. It is best where you own it like a podcast, your email list, a blog, your website, but social media has different rules. Be a little more cautious. Share but running ads about social issues, elections, and politics comes with policies. Hello monitoring.
One thing you can do anywhere is tell people to vote and give information about voting in your area. Point them to vote.gov to check their registration, share early voting dates, and encourage voting.
Now what?
If you want the full story for why being quiet and staying neutral both send a message, plus the numbers on political ad spending and what it means for your marketing, listen to this week’s episode of Katy Calls BS.
Episode 161: It’s Election Season, Don’t Be Quiet
When you are ready for help building the learning side of your business so you can launch a digital product suite that sounds like you, book your Digital Product Infrastructure Audit.
Quick answer: You can share how you feel without sharing your politics by choosing a level of comfort. Pick the level that connects to your clients’ lives, that you can stand by for a year, and that you can handle if someone pushes back. Say it on channels you own, and tell people to vote at vote.gov.
Resources:
Hernandez-Arthur, Simon. (2026, August 6). Corporate consistency wins. Axios. https://www.axios.com/2026/08/06/corporate-consistency-wins
Schaefer, Aubrey. (2026, May 11). Should companies take a stand on social issues? Sprout Social. https://sproutsocial.com/insights/companies-taking-a-stand-on-social-issues/
