In the run-up to the 2020 presidential elections, brands may not be able to stay neutral anymore and will be expected to play an active role in addressing socio-political issues. So, how can brands ‘stay woke’ and connect with young voters? What role will they play in the 2020 elections? How can they influence millennials and Gen Z?
The midterm elections held in 2018 witnessed Gen X, millennials, and GenZers outvotingOpens a new window baby boomers and senior voters. Millennials led the number of voters, almost doubling the numbers from 2014 to 2018. Further, a significant percentage of people from Generation Z (18-23 years old) will be casting ballots for the first time in the U.S. elections 2020. This growth in the number of young voters marks a crucial shift in American politics. It will also significantly impact the polls that will be held in November 2020. As such, issues closer to younger voters will have to take center-stage if the candidates expect to win the election.
Simultaneously, as the country becomes increasingly polarized based on their set of values, beliefs, and code of ethics, brands too will be expected to take a stand in addressing socio-political issues.This will be especially true if they must win millennials and Gen Z customers.
Learn more:Election 2020: 6 Solid Ways Political Advertisers Can Win With CTV
Why Brands Should Care About Socio-Political Issues
According to insights from Resonate’sOpens a new window consumer intelligence platform, consumers are more likely to go with their hearts and minds when opening their wallets. The global 2019 Edelman Earned Brand study shows that 64%Opens a new window of consumers worldwide are belief-driven. A Cone/Porter Novelli Purpose StudyOpens a new window also found that 77% of consumers feel a stronger connection with purpose-driven companies than traditional ones. Another Edelman Earned Brand studyOpens a new window from the same organization shows that about 64% of consumers strongly feel connected to brands that take a political stand. While the younger generation is willing to reward their favorite brands for taking a stance, they are also ready to punish the brands, which do not resonate with their values.
What Issues Do Millennials and Gen Zers Want Brands To Address?
Millennials and Gen Zers who will vote in the presidential elections this year expect politicians and brands to address issues that matter most to employees, consumers, and the society. Some of these pressing issues include student loan debt, affordable housing, climate change, racial equality, women’s rights, and health care.
A Cone Communications CSR StudyOpens a new window found that consumers expect brands to support the following social issues:
Source: Cone Communications CSR Study
According to Danielle Glover, executive vice president of the Young Democrats of America, “Affordability when it comes to housing is really key. When you look at student loan debt, that affects the ability to buy houses.†According to a Bankrate.com survey, more millennialsOpens a new window have student loan debts compared to any other generation in the country. About 39% of the millennial respondents had a student loan debt. About 31% of the millennials who had these debts delayed buying a house; about 25% deferred emergency savings, and 39% deferred retirement savings.
What Issues Are Brands Standing for in 2020?
Several brands today across the U.S. are taking a firm stance around socio-political issues. For example, Molly Howard, co-founder of La Ligna says that the recent Black Lives Matter (BLM), racism, and human rights issues have become the catalyst for the brand to take an active political stance. Similarly, Gap has lined up campaigns around climate activism, racial justice, and election day. These campaigns include conversations with activists on Instagram. It also has voting-themed collections designed by itsAfrican-American employee group to show its support for racial equality. Here is how Nike sent a powerful message supporting racial rights.
Â
Along with brands, designers like Vera Wang, Tory Burch, and Jason Wu have actively supported progressive movements such as BLM, climate activism, and LGBT rights. For example, here is a tweet from Jason Wu.
“To challenge racism requires more than condemning police violence alone, it requires all of us to support Black communities against the looming housing crisis to come.†Latest op-ed by Lisa Edwards, @JaredTruEsqueerOpens a new window and me on #BlackLivesMatterOpens a new window @RTCNYCOpens a new window
— jason wu (@CriticalRace) June 30, 2020Opens a new window
Patagonia, the outdoor gear and apparel brand, has a mission statement that reads, “We’re in business to save our home planet.â€
Other companies such as Walgreens and CVS have bannedOpens a new window open carrying of handguns into their stores, even in states where carrying firearms is permitted, making a socio-political statement.
Learn more: 2020 Election Day: Social Media Platforms Gear up Ahead of the U.S. Presidential Election
How Brands Are Addressing Socio-Political Issues
Brands have evolved over time in how they take a socio-political stance and how they shape public opinion. For example, in 2017, MoonPie, a graham-marshmallow cookie brand, co-opted a joke format that millennials would love. In 2018, brands had become bolder and more intimate. For example, Honey Bun was offering relationship advice on Twitter. Fast forward to 2020; brands developed a provocative and millennial-friendly voice. They are making open statements about issues related to millennials and Gen Z.
Here is a sequence of tweets Steak-umm ran on Twitter in 2018 in the style of a monologue. Steak-umm said that millennials were turning to brands for love and guidance because they did not have anyone else to turn to. They did not have access to good jobs or proper mental health services but had Steak-umm.
why are so many young people flocking to brands on social media for love, guidance, and attention? I’ll tell you why. they’re isolated from real communities, working service jobs they hate while barely making ends meat, and are living w/ unchecked personal/mental health problems
— Steak-umm (@steak_umm) September 26, 2018Opens a new window
they’re crushed by student loan debt, disenfranchised by past generations, and are dreading the future of our world every day from mass media addiction and the struggle to not just be happy, but to survive this chaotic time with every problem happening at once under a microscope
— Steak-umm (@steak_umm) September 26, 2018Opens a new window
they often don’t have parents to talk to because they say stuff like “you don’t know how good you have it,†and they don’t have mentors to talk to because most of them have no concept for growing up in this strange time, which perpetuates the feeling of helplessness/loneliness
— Steak-umm (@steak_umm) September 26, 2018Opens a new window
no soundcloud to add here. at the end of the day it’s easy to tweet about problems and complain about “the other,†it’s a lot harder to improve the self and work toward solutions
be encouraged and have hope my beeflings, the world needs it
— Steak-umm (@steak_umm) September 26, 2018Opens a new window
Several brands have followed suit since then to talk about issues millennials face. These types of statements have garnered thousands of likes as well as scorns.
Brands have also gone a step further and gone on social media platforms to deliver political messages during the election season. Some of them are lighthearted. For example, in 2019, Pop-Tarts tweeted the following.
Hello I am considering a presidential run in 2020. Please RT if you would support this endeavor for me.
— Pop-Tarts (@PopTartsUS) January 28, 2019Opens a new window
The tweet was a satirical and sharp-witted jab at Howard Schultz, former Starbucks CEO when he expressed his desire to run for US President in 2020. A few statements by other brands are innocuous and pro-social – just a call to vote. However, others may subtly hint at allegiance to a political party.
Besides making statements on social media, several brands are openly supporting social and political causes. For example, La Ligne has released T-shirts and masks, partly designed by artist Cleo Wade. The T-shirts are adorned with calls to vote. The proceeds go to Stacey Abrams’ Fair Fight organization. La Ligne is just one of the vast numbers of retail brands such as Old Navy, Gap, and American Eagle that have launched collections with the theme of voting rights and progressive bent campaigns. Several fashion designers, too, have openly expressed their political support to progressive candidates.
In 2018, Patagonia donated $10 million it saved from an “irresponsible tax cut†to groups committed to finding solutions to the climate crisis. In 2019, the brand suedOpens a new window US President Donald Trump for reducing the size of public land in Utah and Nevada.
Several brands are further paying employees to volunteer as a poll worker on the day of the election. Interestingly, efforts geared toward getting more people to cast their votes mostly favor progressive candidates.
Taking a social and political stance has helped brands make an impact on millennials and Generation Z, as they are attracting thousands of new customers and millions of dollars in profits. However, brands have to be careful when they take a political stand or address social issues. Consumers can easily see whether it is just lip service or the brand genuinely believes in the cause by taking necessary actions. Pepsi is an example of a brand that tried to cash in on the BLM movement in 2017 and failed Opens a new window miserably.
Learn more: Driving Social Change with Social Media: Snap Partners with Creative Equals
Concluding Remarks
With the dates for the 2020 presidential elections drawing closer, businesses and brands can no longer remain neutral and will have to take a stand. They are entities that are closely connected with millennials and Gen Z consumers and the movers of the American economy. Hence, they will be expected to champion the causes that commonly affect the younger generation and the country. In turn, customers will reward them with greater brand loyalty.
What role do you think brands will play in the US election 2020? Do share it with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .