The Balancing Act: How Brands are Navigating Politics Ahead of November Elections
As the air thickens with tension and excitement here in New York City, brands are treading carefully in the lead-up to the upcoming elections on November 5. With emotions at an all-time high, many companies are sensing the need to connect emotionally with their customers while steering clear of the political minefield that can snowball into a public relations disaster.
A Cautious Approach
According to a recent survey, a surprising 22% of U.S. consumers have halted their purchasing of a product because of a brand’s political stance over a three-month span. That’s a hefty number, and social media is no refuge either, as 18% of participants admitted to unfollowing a brand or influencer for similar reasons. With stats like this, it’s no wonder that a staggering 82% of marketers are feeling anxious about how to market their businesses in the current political climate.
Brands Finding Their Footing
Despite these challenges, some brands are finding creative ways to engage their audience without stepping on any toes. For instance, organic yogurt maker Stonyfield is running a campaign called the “Toxic Free Election Challenge.” This initiative encourages customers to take a break from social media leading up to the election, in hopes of fostering well-being and reducing stress. Kristina Drociak, the company’s public relations director, shared, “With this year being an election year, we saw an opportunity to extend our message by eliminating digital toxicity.” Remarkably, in just the first two weeks of the challenge, over 2.1 million people committed to logging off. Talk about making connections!
Knowing Your Audience
However, marketers can’t just go wild with anything political. Findings indicate that one-third of Americans prefer to avoid political content online, citing reasons like feeling overwhelmed or negatively affected emotionally. In fact, 35% of Americans reported cutting back their social media usage lately, often due to political discussions. This creates a tricky landscape for brands whose political messages could backfire and affect their visibility and purchase intent.
Understanding Generational Differences
Interestingly, generational gaps in attitudes about brands taking political stances show us just how different consumer bases can be. While 30% of millennials and 27% of Gen Z consumers appreciate brands taking a stand, older generations are much more cautious. Only 9% of baby boomers and 13% of Gen X are fans of political alignment with brands. Furthermore, 55% of Republicans dislike such moves compared to only 26% of Democrats, emphasizing the risk brands face.
Creative Solutions in Marketing
Some companies have found a way to sidestep direct political messaging while engaging consumers on a more relaxed level. Red Lobster, for instance, recently launched the “Cheddar Bay 2024” campaign that pokes fun at traditional political commercials. Bringing people together over a plate of their famous cheddar biscuits may just be the ticket this election season. With taglines like, “When biscuits rise, America thrives,” they are promoting unity over division.
Additionally, the hotel brand Aloft is appealing to pet lovers and stressed-out voters alike with a unique 47-minute dog-led meditation video on YouTube. Their “Not Watch Pawties” will offer cozy gatherings where people can cuddle with rescue dogs while the election buzz fades away—definitely a feel-good way to manage election jitters!
Staying Safe in a Digital World
Despite these creative campaigns, digital marketing during an election year remains precarious. Brands risk becoming collateral damage amid the chaos of social media, especially with the rise of issues like AI-generated content or “deepfakes.” As one insightful analyst put it, “The idea that ‘this won’t happen to me’ is wishful thinking. Brands must take proactive measures this election cycle.”
Overall, navigating the electric atmosphere of an election year is a delicate dance for brands, as they attempt to balance being relatable, while staying grounded in their core values. As we inch closer to November, one thing is clear: maintaining an emotional connection without stepping too far into the political fray is essential for brand survival.
