Right-Wing Populism in Germany: Growing Pressure on Corporate Communications to Take a Stand?

Abstract

Increasing polarization and the success of right-wing populist parties present companies with the challenge of dealing with the rise of right-wing populism in a polarized, media-driven environment alongside responsible action and stakeholder expectations. Companies are increasingly joining forces in positioning initiatives in order to take a joint stance for a pluralistic, open and diverse democracy. Accordingly, this study examines how companies deal with this in terms of communication and what role (perceived) positioning pressure plays. It complements existing research with the perspective of companies by shedding light on motivations, motives, and internal decision-making processes. By means of 15 qualitative guided interviews with communication managers from German medium-sized and large companies in the B2C sector as well as with communication consultancies, the social phenomenon of corporate positioning towards right-wing populism is examined using qualitative content analysis. Companies perceive right-wing populism as a relevant social development. Corporate values, social responsibility, and economic risks such as a shortage of skilled workers are key drivers for positioning. At the same time, external risks such as customer losses, hate messages, or internal conflicts are carefully weighed up. Decision-making processes on positioning are usually initiated by the communications department and ultimately decided by the Management Board. Despite growing challenges and risks, corporate positioning is expected to inrease and remain a central topic of strategic communication.