Brands Navigate the Election Season: Finding the Balance Between Emotion and Politics
As the bustling city of New York gears up for the upcoming November election, brands are stepping cautiously onto the political stage. With emotions running high and the stakes even higher, companies are scrambling to connect on a personal level with consumers while steering clear of any potential backlash. After all, mingling politics with marketing can be a tricky business!
Understanding Consumer Sentiment
Recent surveys reveal some eye-opening insights into consumer behavior during these charged political times. According to a study, a striking 22% of U.S. consumers reported ceasing to use a brand’s product due to its political stance over just three months. And on platforms like social media, around 18% choose to unfollow brands or influencers that make political remarks. It’s no wonder that 82% of marketers express concern over promoting their brands amid a heated election cycle.
Taking a Positive Approach
But not all brands are shying away. Some are diving right into the chaos with creative and comforting campaigns. Take Stonyfield, the organic yogurt maker, for example. They recently rolled out the “Toxic Free Election Challenge,” inviting people to log off social media for the month leading to the election for a chance to win $1,000. This initiative ties back to their commitment to helping customers avoid toxins — only this time, it’s about promoting mental well-being by cutting out “digital toxicity.” Kristina Drociak, Stonyfield’s director of public relations, noted that 2.1 million people participated in the first two weeks alone!
Avoiding Political Discussions
Interestingly, many Americans are opting out of political conversations altogether. About 35% confess that political content makes them feel overwhelmed, while 32% state it breeds conflict. Amid this backdrop, brands must tread lightly as poorly received political content can harm consumer awareness and even deter purchase intent. With nearly half of those reducing social media usage citing political discussions as a reason, it’s a buyer-beware scenario!
Engaging with Awareness
Major players in advertising are starting to recognize this trend. GWI’s Matt Smith warns that if brands wish to keep their loyal customers, they need to assess how their political messages are perceived. Notably, while millennials and Gen Z show some preference for brands taking political stances, older demographics flip the narrative. Just 9% of baby boomers and 13% of Gen X are fans of politically aligned branding, making the approach more complex.
Being Entertaining Instead
Some brands are managing to steer clear of the contentious waters while still engaging consumers. Red Lobster, for instance, is serving up hilarity with their “Cheddar Bay 2024” campaign. Launched to unite diners around their delicious biscuits, the campaign includes a chance to win free Red Lobster for four years, cleverly played off political themes without taking a stance. They even offer campaign kits for fans wanting to get involved!
Soothing the Election Jitters
Meanwhile, Aloft Hotels are appealing to our fondness for furry friends. Launching a dog-led meditation video, they aim to help folks relax during election stress. Plus, on election day, they’re hosting “Not Watch Pawties” where attendees can play with shelter dogs — a delightful distraction from political noise.
The Road Ahead
Despite efforts to play it safe, the digital landscape carries risks that brands must navigate with caution. Issues like deepfakes and misinformation stem from advances in technology, making it increasingly vital for companies to be proactive. According to analysts, brands should carefully reconsider their marketing strategies as they march toward election day.
So it’s clear that while the political climate may be intense, brands are discovering opportunities to connect with customers emotionally. Balancing the act between engagement and safety can pave the way for innovative marketing strategies—let’s see how they each hold up as we approach the big day!
