Political brands

 "Jake Barton, at Local Projects, is taking a multi-pronged approach, seeking out new projects that might help give voice to America’s shared values. And he is privately urging his own clients, which are predominantly museums, to consider a once-blasphemous thought: That there is no such thing as a generic, mainstream point of view, and that to stay relevant, nonprofit organizations will have to become more incisive." 

Fast Company here taking part in the quickly-spreading concern that perhaps nothing is safe from becoming "political." 

The "concern" bit is probably why I still continue to dance around statements like "all brands that survive the future will be lifestyle brands." But I'm assuming that with more time I won't have to ¯\_(ツ)_/¯