Some brands are being selective with their content tone as the election approaches. While some brands lean heavily into politics, others are engaging by offering messages of comfort to alleviate consumer anxiety. A recent GWI survey revealed that 22% of consumers in the U.S. have stopped using a product due to a brand’s political stance, with 18% unfollowing brands or influencers on social media for similar reasons. Political messaging from brands can clearly impact consumer awareness and purchase intent negatively, but many Millennials (30%) and Gen Z (27%) appreciate brands taking political stands—so the balance is hard to strike. To navigate this, brands like Aloft are focusing on non-political approaches only (like a dog-led meditation video to help viewers relax), while Red Lobster is using parody in ads to engage without addressing political issues directly. (Marketing Dive)
📊 YPulse data: The top way 13-39-year-olds want brands to put out messages around the election is educating about important issues
