Brands Navigate the Emotional Terrain of Election Season
As November 5 approaches, consumers in New York City and across the United States are feeling the heat of the upcoming elections. With feelings running high, many brands are striving to connect with their audiences on a deeper level, all while navigating the tricky waters of political opinions. It’s a delicate balance, as a recent survey showed that a striking 22% of U.S. consumers have backed away from purchasing a product due to a brand’s political stance over just a few months; the social media landscape isn’t much better, with 18% choosing to unfollow brands for similar reasons.
Marketers are feeling the pressure too. A significant 82% of them express concern over how best to market their brands during this tumultuous election period. Some have chosen to lean into the heightened emotions, taking a page from the playbook of organic yogurt maker Stonyfield, which recently launched the “Toxic Free Election Challenge.” This quirky initiative encourages consumers to log off social media for a chance to win a cool $1,000. Kristina Drociak, the company’s director of public relations, mentioned that the election offered a ripe opportunity to encourage healthier life choices, this time by reducing the “digital toxicity” that often accompanies social media during election cycles.
Surprisingly, this campaign has been a hit, with 2.1 million people joining the challenge within just two weeks. It turns out that with many people feeling overwhelmed and anxious about political rants online, brands offering a respite from that noise are resonating well.
Feeling Overwhelmed and Pulling Back
A survey revealed that one third of Americans are shying away from political chatter altogether. Among the reasons for this retreat? A whopping 35% noted it was due to feeling overwhelmed and 30% said it harms their emotional well-being. The data painted a worrying picture: 35% of people reported reducing their social media usage recently, with nearly half attributing that reduction directly to political discussions.
Furthermore, over one-third of these disengaged consumers had previously made purchases after seeing brands featured on social media platforms like Facebook, Instagram, and TikTok. These numbers emphasize just how critical it is for brands to be cautious with their political messaging. According to trends analyst Matt Smith, if brands aren’t careful, they may find themselves on the receiving end of consumer dissatisfaction, potentially damaging awareness and purchase intent.
Brands Find Creative Middle Grounds
Even though many consumers are disengaging from politics, some brands are adopting innovative strategies to keep their names in the conversation. Red Lobster, for instance, has come up with a humorous campaign titled “Cheddar Bay 2024,” aimed at uniting diners regardless of their political affiliations. This light-hearted initiative not only brings a much-needed splash of fun but even invites customers to win free meals for four years.
Similarly, Aloft Hotels has tapped into the calming presence of pets by launching a dog-led meditation video to help people ease the tension around the elections. Running along with this are “Not Watch Pawties” on election day, allowing guests and locals to unwind with adorable shelter dogs.
The Risks of Being Politically Incorrect
Even with thoughtful strategies, the reality remains that brands can still land in hot water. The tricky digital landscape, particularly with the rise of generative AI, poses fresh risks that can wreak havoc if not handled expertly. Many brands face the risk of becoming collateral damage in this charged political climate.
Marketers are advised not to withdraw their advertising dollars but rather to remain resilient. As brands continue to navigate the challenges of this contentious period, making emotional connections with consumers could be their saving grace. After all, amidst the chaos, who doesn’t want a moment of calm or a good laugh?
This election season is shaping up to be one of both challenges and opportunities as brands attempt to connect with their audiences without upsetting the apple cart. It’s a tough job, but with a little creativity and awareness, brands just might find a way to shine.
