From Beyoncé and the NFL to the Brexit vote and the US political election, today’s consumers are more politicized than ever.
With public awareness of corporate political stances at an all-time high in 2016, brands stand to gain a great deal from effectively engaging with political issues. But in a rapidly shifting media climate, how can brands make an authentic contribution without getting called out?
Our new trend report looks at the rise of The Political Consumer. We examine the factors shaping increased politicization, from demographic shifts to social media and livestreaming video. We also take a deep dive into the campaigns that worked: brands that leveraged the political climate to reach influential new movements, or call for unity across the aisle.
The Political Consumer includes 10 pages of data from a survey of more than 1,000 US consumers, conducted by SONAR™, J. Walter Thompson’s in-house research tool. Key findings include:
Topics covered include:
Celebrity activists.
The personal brands that serve as a blueprint for how activism can raise a brand’s profile, connecting in an authentic way with the politically-inclined generation Z and millennials.
Kindness Campaigns
Brands that engage with politics in non-alienating ways, bringing attention to the partisan gap while finding creative ways to bridge it.
Made In X
A resurgence of interest in “made in” branding reflects stronger nationalistic ties, and challenges the increasingly global attitude of many multinational companies.
