Culture Wars at the Dinner Table: How Brands Are Navigating Polarization Through Holiday Advertising

In the 2025 holiday season, brands face a unique challenge: crafting ads that unite families amid deepening political divides. With CTV political ad spending surging to 12.8% of the market and marketers targeting nuanced political segments, holiday campaigns must thread the needle between festive cheer and cultural sensitivity.^[1]

The Rise of Polarized Audiences in Holiday Marketing

Holiday advertising traditionally evokes warmth and togetherness, but 2025’s landscape is marked by polarization. Marketers expect a 66% rise in holiday spend, yet only 22% of consumers share that optimism, reflecting cautious consumer behavior influenced by economic and political tensions.^[1] Experian identifies granular audience segments like “Moderate Democrats,” “Political Leaning Conservatives,” and “Liberal Leaning Independents,” enabling brands to tailor messages without alienating broad swaths of shoppers.^[1]

This precision targeting stems from CTV’s growth in political ads, projected at $1.5 billion for the 2024 cycle, with campaigns like Harris’s allocating $200 million to streaming platforms.^[1] As families gather, brands risk amplifying “culture wars at the dinner table”—awkward political debates—unless ads foster neutrality or shared joy.

Early Trends: Togetherness as a Unifying Theme

Early 2025 holiday ads emphasize “togetherness x special moments” to sidestep polarization. Facebook reunites high school friends, Gap features multigenerational musicals, and Lego promotes family bonding.^[3] John Lewis’s U.K. campaign depicts a father-son connection, while Etsy pushes personalized gifts signaling “I get you.”^[3]

These themes counterbalance division by focusing on universal emotions. However, Muse by Clio notes a desire for “less saccharine, more reality,” suggesting brands succeed by portraying authentic family dynamics, including subtle tensions resolved through shared rituals.^[3]

Value and Deals: Appealing Across the Political Spectrum

Economic caution unites polarized shoppers. Ads from Asda, starring the Grinch amid cash-strapped references, Best Buy promising low prices, and Chime with Jason Momoa as a penny-pincher, prioritize value.^[3] AdRoll recommends highlighting deals, value beyond price, and smaller-ticket items to drive conversions in a stretched shopping season.^[4]

Shoppers plan purchases early: 37% in September-October versus 32% in November-December, per BazaarVoice, prompting brands to sustain messaging without political undertones.^[4] This approach navigates polarization by focusing on pragmatism—something conservatives and liberals alike appreciate amid inflation concerns.

AI’s Role: Innovation Without Backlash

AI features prominently but cautiously. Coca-Cola’s 2025 spot blends 100 humans with 70,000 AI clips of festive critters, muting backlash compared to prior years.^[3] Google’s talking-turkey AI campaign has fared better, signaling brands’ shift toward enhancing creativity rather than replacing it.^[3]^[4]

AdRoll advises using AI for smart budget allocations across campaigns, maximizing ROI during peak periods like Cyber Five.^[4] In polarized times, AI enables hyper-personalized ads—liberal-leaning for one viewer, conservative for another—delivered invisibly via CTV, keeping dinner table vibes intact.^[1]

Extended Shopping Seasons and Omnichannel Strategies

The 2025 holiday window spans nearly three months: 42% shop pre-Thanksgiving, 27% Thanksgiving-Cyber Monday, and 31% post-Cyber Monday.^[2] Amazon Ads urges sustained visibility with Sponsored Brands and remarketing.^[2]

Gen Z drives omnichannel evolution, seeking social proof on TikTok.^[4] J.P. Morgan notes early deals and seamless experiences appeal across divides, as Boomers (36%) skip promo events, highlighting generational polarization.^[5] FedEx reports polarizing return policies—36% free within 30 days, 26% none—further complicating trust.

Case Studies: Brands Walking the Tightrope

John Lewis: Father-son bonding ad transcends politics, emphasizing emotional ties.^[3]
Coca-Cola: AI critters focus on whimsy, avoiding human-like uncanny valley that sparked past debates.^[3]
Chime: Momoa’s value pitch resonates with budget-conscious across ideologies.^[3]
Gap: Multigenerational music unites diverse views in celebration.^[3]

These examples show brands prioritizing inclusivity, with NIQ observing gadgetry and glam driving gifts amid broader divides.^[5]

Challenges and Future Outlook

Polarization risks backfire: overly political targeting could fuel dinner table spats. Basis Technologies’ report outlines 15 trends favoring experimentation in channels like social media.^[6] Success hinges on data-driven neutrality—leveraging political segments privately while projecting unity publicly.^[1]

Conclusion

As 2025 holidays unfold, brands adept at navigating culture wars will thrive by blending togetherness, value, and tech innovation. In a divided world, holiday ads offer a respite, reminding us that shared meals—and smart marketing—can bridge divides.