Brands Navigate the Political Landscape Ahead of November Elections
As the countdown to the November elections approaches, brands across the United States find themselves in tricky waters, trying to strike the right chord with consumers. Emotions are high, and companies are increasingly aware of how their political stances—or lack thereof—can impact their relationship with consumers. In an atmosphere charged with anxiety and divisive opinions, many are attempting to connect on an emotional level while steering clear of controversy.
Survey Results Shining Light on Consumer Preferences
A recent survey by GWI has revealed that about 22% of U.S. consumers have stopped using a product based on a brand’s political opinions just within the last few months. This statistic is particularly noteworthy considering that 18% of those surveyed also chose to unfollow brands or influencers over similar reasons on social media. As a result, it’s no surprise that 82% of marketers polled expressed concern about how best to navigate advertising during an election year.
Emotional Campaigns Offer Comfort Amid Turbulence
In response to the current political climate, some companies have creatively tapped into the emotional state of their clientele. For instance, Stonyfield, a well-known organic yogurt producer, has rolled out a campaign dubbed the “Toxic Free Election Challenge.” This initiative encourages people to step away from social media for the month leading up to the election and, as an added incentive, offers a chance to win $1,000. Kristina Drociak, the director of public relations and digital strategy for the company, has pointed out that the campaign aligns with their mission of helping customers avoid toxins—this time, in the form of the negativity often found online.
In less than two weeks of launching this challenge, Stonyfield reported engagement from an impressive 2.1 million people who showed interest in logging off social platforms. This move resonates particularly because a significant one-third of Americans actively avoid political online content due to feelings of being overwhelmed or encountering hostile discussions.
Consumer Sentiments on Political Messaging
While younger generations show a tendency to appreciate brands that take a political stand—30% of millennials and 27% of Gen Z align themselves with such brands—older generations are far more skeptical. Only 9% of baby boomers and 13% of Gen X report similar sentiments. Among political affiliations, 55% of Republicans express strong dislike for brands engaging in politics, compared to just 26% of Democrats.
Creative Approaches in Marketing
Brands are beginning to recognize this fluctuating sentiment and are finding innovative ways to divert attention from political controversy while still remaining relevant. For instance, Red Lobster broke from conventional marketing by launching the “Cheddar Bay 2024” campaign, focused on uniting people over a love for seafood rather than political views. The seafood chain even offers free meals for four years as an enticing reward, showcasing a light-hearted, inclusive approach to the often-fractured political dialogue in the country.
Even more uniquely, hotel brand Aloft has tapped into the de-stressing trend. They released a 47-minute dog-led meditation video aimed at helping viewers escape political noise, and organized events called “Not Watch Pawties,” enabling guests to unwind with shelter dogs on Election Day.
Finally, a Balancing Act Ahead
Brands face a considerable balancing act as they navigate these emotionally charged waters. Matt Smith, a trends analyst, warns brands to be mindful about how their political messaging could backfire. “With a significant number of consumers disengaging from brands that take political stances, many even avoiding products altogether, it’s clear that if brands want to maintain their customer base, they need to be considerate of how their messaging is received,” Smith points out.
This 2024 election season is shaping up as a unique opportunity for brands to either connect with consumers emotionally or risk losing them altogether. As they prepare for the upcoming months, the ability to see beyond political divides and make genuine, heartfelt connections may be the key to thriving, regardless of which side of the aisle they find themselves on.
