Most Americans want businesses to take action or participate in debates over political and social issues relevant to their respective industries, but companies viewed as politically moderate are viewed as more favorable, according to a study of business in politics by Global Strategy Group.

Seventy-eight percent of adults said it's appropriate for companies to take a political stance on an issue facing their industry, but only 51% say it's okay for issues that do not pertain to their field. More skepticism surfaced over social issues. While 72% said businesses should take action to address important issues in society, only 31% said it's acceptable with controversial issues like abortion or same-sex marriage.

gsgNordstrom president Blake Nordstrom, for example, conveyed the company's support for full benefits for gay and lesbian employees in an email to staff, pitching the policy as in-line with public opinion and good business practice.  

While only 31% of Americans said they think its appropriate for a company to chime in on such an issue, Nordstrom got 68% approval of its position.

"Because Nordstrom framed the position in the context of the company's business, the company was able to take a stance on a social issue that may have otherwise been perceived as inappropriate," said GSG. [PDF of study]

Another example is Coca-Cola's opposition to New York City's proposed ban on large sodas. The soda maker came out against the policy by saying "New Yorkers … can make their own choices about the beverages they purchase," making its stance about choice rather than selling large sodas. The company was rewarded with 83% of respondents viewing its public statement and position as appropriate.

"Often what is an unpopular action, in theory, becomes more acceptable if well-positioned and put in the context of the company's business," said Nick Gourevitch, SVP and director of research for GSG.

Perceptions of companies' politics can affect reputation, GSG found. Companies that are viewed as left-leaning or right-leaning tend to be characterized more unfavorably than those in the middle of the spectrum.

GSG gave respondents a list of 27 companies – from Apple to Wells Fargo -- and asked whether they thought the firms would be a Democrat or Republican. MTV, Nickelodeon, Whole Foods Market and Amazon.com came out as the most Democratic (from 74% to 60%), while Hilton, Tiffany & Co., Wells Fargo and News Corp. were the most Republican (from 71% to 75%).

GSG noted hospitality and luxury goods companies were seen as Republican, while entertainment skewed Democratic. Notably, the perception of Whole Foods as a left-leaning company flies in the face of its CEO's staunch opposition to Obamacare.

Companies in the middle of the road – Microsoft, Diney, Coca-Cola – drew some of the higest levels of favorability, according to GSG.  That could be because political stances by companies were found to hurt reputation more than they helped. GSG found that while a company's favorability dropped by 42% among people who disagree with a political statement by a corporation, there was no significant upward change when people agreed with a statement.

But GSG contends that companies can improve public views by taking stances on issues with carefully weighed positions relevant to a corporation's interest, as the Nordstrom and Coca-Cola cases showed.

GSG urges four steps to take for a company to engage an issue. First, know where public opinion comes down. Second, anticipate the public reaction and how it will affect a brand and reputation by planning out scenarios. Third, stay as close to the core of a business' interest as possible. This can be achieved, for example, by tying a position to commercial success or to employees.

And finally, companies should know what employees think before going public. Scanning social media and even polling employees can avoid a backlash among the workforce.