Why ambivalence is bad for business

Being ambivalent is bad for business

What you probably already know: Business and psychology experts conducted a study that suggests that companies seeking to express sympathy for both sides of an issue just end up angering everyone. A group of researchers looked at a variety of controversial topics, from mask mandates to the death penalty to immigration, to see how people would react to a person’s statement on the topic. In general, the more ambivalent the person’s statement, the worse it was perceived.

Why? The study suggests people lose respect for organizations and individuals who try to thread this needle, and that can have an impact on how that organization is perceived. Many companies have struggled with how to respond to important issues like the war in Gaza, abortion laws, and environmental issues. Employees increasingly are calling on their employers to make their stance public. This study suggests that, when it comes to public perception, there may be very little upside to taking a middle-of-the-road stance.

What it means: The study found that when someone spoke strongly on one side of an issue, those who aligned with their stance perceived that person positively, and those who disagreed, unsurprisingly perceived them negatively. But what was particularly interesting is that both groups perceived someone even more negatively when they tried to play both sides. That is prompting some organizations to simply say nothing.

What happens now? Harvard recently announced it will no longer speak out on issues that are unrelated to its core mission. You may start to see other organizations and businesses follow suit, even when their employees are pressuring them to take a stance.

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