A survey last year by The Conference Board found that nearly half of large U.S. companies polled have experienced backlash from their environmental, social, and governance policies and activities, and 61 percent said they expect it to persist or intensify over the next two years.

That has led some businesses to pause or even abandon their purposeful marketing and advertising, despite the fact that most U.S. consumers want brands to weigh in on issues they care deeply about. This cycle of “purpose paralysis” is not only noticed by consumers and other company stakeholders, but it can also harm a business that markets itself as purpose-led, according to the global purpose consultancy Revolt.

However, it need not be that way, especially when it comes to more polarizing purpose-related issues, such as climate change and LGBTQ+ equality. Research from Revolt found that using more “centrist” language in marketing and advertising, as opposed to left- or right-leaning language, can make a positive difference. For example, centrist language like “securing a safe climate for your family’s future” is viewed much more favorably by consumers than the progressive frame of “fighting for climate justice for all.”

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Peter Bardell, cofounder of Revolt, joins host Ken Beaulieu to discuss the company’s purpose research in more detail.