Brands Tread Lightly as Election Day Approaches
As the crisp autumn air sets in across the country, emotions are running high in cities everywhere in anticipation of the upcoming presidential election on November 5. The tension is palpable, and many consumer brands are feeling the heat. They are trying to navigate the tricky waters of political opinions while making emotional connections with their customers.
Political Stances Can Be Risky Business
It turns out that voicing political opinions can have some serious repercussions for brands. A recent survey found that about 22% of U.S. consumers have actually stopped using or buying a product due to a brand’s political stance within just a few months. Social media isn’t immune either; 18% of those questioned chose to unfollow a brand or influencer based on their political views. These statistics have left about 82% of marketers feeling anxious about how to promote their brands during such a divisive election season.
Creative Campaigns in a Charged Atmosphere
In light of this, some brands have found clever ways to tap into the emotional climate. Organic yogurt company Stonyfield has launched an initiative called the “Toxic Free Election Challenge.” This fun campaign encourages people to step away from social media for the month leading up to the election, with a chance to win $1,000. According to Kristina Drociak, the director of public relations and digital strategy for Stonyfield, this effort builds on their history of promoting healthier lifestyles by helping consumers avoid digital “toxicity” this election season.
Within only two weeks, the challenge gained traction, with about 2.1 million people deciding to log off social media. The idea is that by reducing online stress from the election, people can foster a healthier mindset.
The Online Climate and Consumer Perspectives
The interplay of politics and marketing can be particularly challenging. In fact, a third of Americans actively steer clear of political content online, citing it as overwhelming or damaging to their emotional well-being. It’s not surprising that 35% of the respondents from the same survey stated they have actually reduced their social media use because of political conversations.
With consumers pulling back from social media, brands must be cautious. A significant portion of those who limited their online presence had previously purchased items they saw on platforms like Facebook, Instagram, and TikTok after all that scrolling. So, if a brand’s political post doesn’t resonate well, the aftermath could be detrimental to its sales and visibility.
Finding the Right Balance
Marketers are recognizing the importance of striking the right balance when it comes to political content. Matt Smith, a trends analyst, notes that consumers are disengaging from brands that take political stances, making it crucial for brands to consider their audience’s views.
Light-Hearted Approaches to Connect with Consumers
Some companies are adopting a lighter tone to sidestep controversy. Take Red Lobster, for example. The restaurant recently unveiled a campaign called “Cheddar Bay 2024.” This project aims to unite diners over delicious food, regardless of political leanings. They’re even giving customers a chance to win free Red Lobster for four years—an enticing offer indeed!
In another effort, Aloft Hotels has tapped into the comforting presence of dogs to help folks de-stress during the election. A soothing dog-led meditation on YouTube and “Not Watch Pawties” at various hotel locations invite guests to unwind and enjoy some puppy love right on election day. These thoughtful initiatives provide an emotional connection while steering clear of the political fray.
Moving Forward with Caution
Despite these creative strategies, the digital space remains fraught with potential risks. With new technologies and risks like deepfakes and misinformation lurking, brands must stay vigilant and proactive, ready to defend their reputations should the need arise. As companies continue to navigate this unpredictable landscape, the overarching lesson is clear: understanding one’s audience is key.
As we march toward November 5, it’s fascinating (and a bit daunting) to watch how brands are adapting to the charged political environment. Their ability to remain relevant and connected while sidestepping pitfalls showcases the cleverness and resilience of modern marketing.
