November 02, 2016

A deep dive into the impact of politics on consumers, and the brands courting them.

From Beyoncé and the NFL to the Brexit vote and the US political election, today’s consumers feel political pressures at every turn. Can brands keep up without being called out?
The Political Consumer, the latest trend report from the Innovation Group, offers a roadmap for how brands can successfully navigate today’s political landscape. The report addresses the key factors shaping today’s hyper-partisan electorate, and highlights brands whose political stances have helped them stand out. The Political Consumer is supported by 10 pages of original insight from SONAR™, J. Walter Thompson's proprietary research tool.
Key findings from the report include:

  •     60% of the public says they generally trust political content from brands on social media—far more than they trust online political content from celebrities (45%) and politicians (41%).
  •     39% of millennials say brands should play a larger role in politics, and 51% say they appreciate when brands take a political stance in their advertising.
  •     Live video on social media, despite being a very new medium, comes in second in importance as a source of political news for younger demographics, at 51% for generation Z and 56% for millennials.

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 the political consumer. This report is a guide to entering the fray.

To download report CLICK HERE.



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