What The Washington Post’s Subscriber Loss Teaches Us About Brands and Values

The Washington Post has lost over 250,000 subscribers in the last week after deciding not to endorse a candidate in the presidential race. Almost 10 percent of subscribers said “no, thanks” after the paper made a call to stay neutral. It’s a bold move and may have seemed logical in the boardroom, but here’s the thing: we live in a time when neutrality feels more like avoidance than balance.

Former Washington Post editor Marty Baron was quoted as saying “this is cowardice, with democracy as its casualty.” He added that the move represented “disturbing spinelessness at an institution famed for courage.”?

His opinion was echoed by hundreds of loyal readers, because if there’s one thing today’s consumers hate, it’s a brand that skirts around the issues. Let’s unpack why this is happening and what it means for brands trying to keep their people loyal.

Why Value Alignment is Everything in Today’s Market

Brands that think they’re only in business to sell a product are missing the bigger picture. Today, people want more from brands. Sure, your product has to be good, but more importantly, it has to mean something. A study by Ipsos found that nearly 7 in 10 U.S. adults prefer to buy brands that reflect their personal values. For a majority of consumers, it’s not just about getting a service or a product—it’s about supporting something they believe in. When a brand can tap into that, the relationship becomes more than transactional.

In fact, almost a quarter of people have stopped using a product or service in the last few months because a company’s values didn’t line up with theirs. If brands aren’t aligning with what their customers stand for, they risk becoming irrelevant.

Authenticity is a Deal-Breaker

Today, brands need to be real. They need to mean what they say and say what they mean. And this isn’t just fluffy marketing talk. When a brand genuinely stands for something, it builds trust. Harvard Business Review even highlighted that brands exhibiting authentic, transparent behaviours see stronger customer loyalty.

So, when The Washington Post opted not to endorse a candidate, some readers likely felt abandoned. For a media outlet that’s historically been a voice in political discourse, pulling back felt like a break in character. To many, it probably seemed as if the Post didn’t have the courage to take a stand. And that’s not what today’s readers want. People want brands that aren’t afraid to back up their beliefs, even when it means losing some subscribers along the way.

Why Having a Purpose Isn’t Just for Show

Let’s talk about brand purpose. This isn’t just some tagline you slap on your website; it’s the real reason your brand exists. A strong purpose can give your company a backbone, helping you make decisions that feel genuine rather than reactionary. Deloitte’s research backs this up, finding that employees are more likely to feel engaged when their work aligns with a bigger purpose. And for customers? That purpose translates into trust and, ultimately, loyalty.

Brands like Patagonia are pros at this. They’ve built their entire identity around environmental advocacy, and their audience knows they mean it. People who buy Patagonia gear aren’t just looking for a jacket—they’re supporting a brand that actively fights for the planet. This purpose-driven approach is exactly what makes people stay loyal.

Taking a Stand Is No Longer Optional

It’s no longer about playing it safe or staying out of it. Consumers expect brands to take a stance on social and political issues. And research from Edelman shows that 64% of people are ready to buy or boycott a brand based on its stance on these issues. In other words, your brand’s position matters, and staying silent can look a lot like complicity.

The Washington Post’s decision to stay neutral may have felt like a good strategic move for owner Jeff Bezos, but in today’s polarized world, it reads more like a dodge than diplomacy. People are invested in issues more deeply than ever, and they expect the brands they support to be, too. The fallout from the Post’s neutrality should be a lesson to other brands—whether you’re a media giant or a small business, sitting on the fence doesn’t cut it anymore.

Brands that stand for something—even if it’s polarizing—are more likely to win trust and loyalty from consumers who share those values. And here’s the kicker: if your values don’t align with a customer’s, they can easily find another brand that does. So, taking a stand may feel risky, but it’s often the only way to show customers who you really are.

Wrapping It Up

The Washington Post’s experience is a big warning sign for brands: in this values-driven world, you can’t afford to play it safe. People want brands that mean something, that have a backbone, and aren’t afraid to speak up—even if it costs them a few customers. Authenticity isn’t just a marketing strategy; it’s the foundation for real connections, loyalty, and ultimately, business growth.

So, whether you’re a scrappy start-up or an established company, take note. Stand for something, be consistent, and be real about what you believe in. And one more very important thing: match your actions with your words. In the end, that’s what will make people choose you over the countless other options out there. And if you don’t? Well, there’s a good chance that the same people who built you up won’t hesitate to walk away.