And it will be for the next 2.5 years as America heads into the midterms and a presidential campaign that’s already begun. Elections are always tricky for CMOs and brands, but they don’t have to be. While CMOs, CEOs and Legal teams wrangle with whether or not they should engage, consumers have a clear expectation.

Given this, the question for leaders isn’t whether to engage, but how they should engage right now. Speak or Surrender takes a deep dive into the consumer mind to identify what issues matter, which positions are safest for brands to engage in, what role brands should play in the discussion, and how brands can turn this election and future elections into opportunities.

Yes, an opportunity to grow your brand by connecting it with culture at an extremely relevant and important moment for all Americans, and frankly people all around the world as well.