In the lead up to the 2016 Presidential campaign, businesses are finding that weighing in on the issues polarizing the political sphere can be polarizing for their stakeholders, too, according to the third annual Business & Politics: Do They Mix? Study from Global Strategy Group.

Public awareness of corporate political engagement is at an all-time high, having nearly doubled from 15 percent to 29 percent since 2014. And Americans are overwhelmingly supportive of corporate political engagement: 88 percent of respondents agree that corporations have the power to influence social change and 78 percent agree that companies should take action to address important issues facing society.

The study tested the positive and negative brand impact of stances taken by nearly 20 companies including CVS, Apple, Delta, NASCAR, and Amazon.

“Over the past few years we have witnessed a growing trend of corporations weighing in on the same political issues that have polarized Washington and the country,” says Nick Gourevitch, executive vice president and managing director of research, GSG. “What we found is that on many of the issues that have divided Democrats and Republicans—guns, same-sex marriage and LGBT equality, the Confederate flag, and race relations—people are likewise polarized in their reaction to positions taken by these brands.”

The study also demonstrated that many of the most polarizing corporate stances also have the highest awareness levels. “This indicates that companies have an opportunity, if carefully navigated, to gain awareness and be a leading voice on issues in the public debate,” says Tanya Meck, executive vice president and managing director of GSG’s communications and public affairs group. “In today’s political environment, if you take a stance on a controversial issue, it will likely get attention, and often without a huge paid media budget.

“We know that in the real world, the public evaluates the appropriateness of a corporate stance from a variety of angles—including through a partisan lens,” adds Meck. “Considering that a brand could be putting its reputation at odds with half the country, it’s critical for companies to test their messages with their customers and other target audiences and be well educated about public opinion trends, before they take a stand. If a company is looking to increase its visibility, it should take into account polarization scores and paid media estimates, and identify the sweet spot that supports their reputational goals and fits their budget.”