American society is divided, as several news outlets and research organizations have pointed out. And some companies have recently demonstrated—through advertisements, social media posts, corporate giving, and so on—that they, too, aren’t afraid to “take sides” on controversial social, political issues. This begs a question: What are the implications, good and bad, of taking stances on hot button social and political issues? Field Agent recently surveyed 1,000 consumers to determine how a company’s advocacy of or opposition to certain issues affects customers—their attitudes, their brand loyalties, and their spending. Here we present 4 relevant and timely insights into this matter.