Staying Top-of-Mind During Election Season: How to Adapt and Thrive in a Shifting Landscape

By Kara Trivunovic, SVP, CX Studio. The political season often reshapes how consumers allocate their time, attention, and even spending power. As the election draws nearer, brands must navigate a landscape where the usual strategies might not yield the same results, and new challenges and opportunities arise.

Whether it’s the heightened competition for attention as consumers become engrossed in political discourse, or the need to adjust messaging to remain relevant and sensitive during this period, the stakes are high. Marketers must be agile, informed, and strategic in their approach. As you plan your campaigns and consumer engagement strategies, here are a few critical considerations to keep in mind during this politically charged time.

Advertising Costs and Competition

In this highly charged atmosphere, agility and creativity in media planning become essential for staying top-of-mind with consumers. The surge of political advertising can create a more competitive environment for ad space, driving up the cost on popular platforms like social media, TV, and online video. The sheer volume of political ads can saturate the market, leaving less room for consumer brands to maintain their usual visibility. This reduction in available ad inventory means that even well-established brands might struggle to secure the ad space they need to reach their target audiences effectively.

As a result, brands may need to explore alternative channels or innovative strategies to sustain engagement. This could involve shifting focus to less crowded platforms, doubling down on owned media like email and content marketing, or exploring new formats such as influencer partnerships and native advertising to cut through the noise.

Consumer Sentiment and Behavior

During election periods, consumers are often more focused on political content, diverting attention away from commercial messages, making it harder for consumer brands to capture and retain customer interest. With the flood of news, debates, and advertisements focused on political topics, capturing and retaining consumer interest in commercial messages becomes significantly more challenging.

You may also find that consumers are more sensitive to brand messaging, especially if it is perceived to have a political undertone. Even seemingly neutral messages can be scrutinized for perceived political undertones. It’s crucial for brands to carefully craft their messaging, ensuring that it remains relevant and engaging without unintentionally entering the political fray. Be mindful of tone and content to avoid alienating any customer segment. 

During the 2020 election, DoorDash introduced an initiative called “Dash to the Polls,” tied to a broader social initiative, supporting local communities and small businesses while staying clear of direct political messaging. The campaign included a partnership with NASCAR driver Darrell “Bubba” Wallace Jr. to promote voter registration and offered free delivery on election day with a promo code in app. The focus on community support helped DoorDash connect with customers on a values-based level during a politically charged time.

Content Strategy and Messaging

In the midst of a politically charged atmosphere, brands may need to adjust content strategies to gain attention and stay relevant. Simply maintaining the status quo in your content approach might not be enough to stand out. By introducing creative, out-of-the-box ideas that resonate with your audience, you can differentiate your brand and make a lasting impression, delivering something a little unexpected, but still on brand, to grab the attention of the customer.

If there is a desire to lean into political content or events, be cautious. While aligning with political themes can momentarily boost engagement, there is a risk of polarizing customers who may have differing views, and missteps can lead to long-term damage to your brand’s reputation. The goal is to remain relevant and top-of-mind without compromising the trust and loyalty you’ve built with your audience.

Although not a presidential election year, the 2018 U.S. midterm elections were highly charged, with significant national attention on issues like social justice, racial equality, and athletes’ roles in activism. Nike made a bold move by featuring Colin Kaepernick, the NFL player known for kneeling during the national anthem to protest racial injustice, in their “Just Do It” 30th anniversary campaign.

The campaign was polarizing; it drew both praise and criticism, leading to boycotts as well as increased sales. Nike’s stock initially dipped but soon hit an all-time high, and the brand reportedly gained $6 billion in market value in the weeks following the campaign. The long-term impact was largely positive for Nike, solidifying its position as a brand willing to take a stand on important social issues, which resonated particularly well with younger, more socially conscious consumers.

Social Media and Digital Presence

If you are leveraging social platforms, remember that many tweak their algorithms during elections to prioritize political content, which can impact the organic reach of brand posts, making it more difficult for your messages to break through the noise. 

In 2020, Bayer’s Lotrimin footcare brand introduced a unique and perhaps surprising social campaign that asked people to “Stand with Confidence” and vote in that year’s U.S. election. Lotrimin’s paid social campaign included a series of augmented reality (AR) filters on photo-sharing apps Instagram and Snapchat that gave people a way to show causes they support, such as social justice and healthcare. The company also created a microsite to offer tips on how to stay comfortable while standing in line at polling places. It offered an unexpected but relevant resource to engage voters.

It isn’t uncommon for platforms to introduce new policies around ad transparency and political content, which can also impact how brand marketers can run their campaigns. Ignoring these policy shifts isn’t an option; non-compliance can result in ads being disapproved or even accounts being penalized, which could disrupt your marketing efforts at a critical time.

Customer Relationship Management

A politically charged environment can lead to more vocal customer responses. Be prepared to manage any backlash and have robust crisis communication plans in place.  A plan should include clear protocols for responding to public criticism, guidelines for when and how to engage with dissenting voices, and strategies for maintaining a positive brand image in the face of controversy.

Some brands might choose to take a public stance on political issues, which can strengthen loyalty among certain customer segments but might also alienate others. Understanding the customer base and their values is key. Balancing authenticity with inclusivity is critical to ensuring that your brand’s voice remains strong without unnecessarily dividing your audience. 

Market Research and Insights

As political events unfold, consumer interests, concerns, and spending habits can evolve rapidly, influenced by the social and economic climate of the election period. Stay on top of these changes through continuous market research and strategy adaptation. 

Brands can sometimes find new customer segments or change the importance of existing ones during election years, informing the need to refine segmentation and targeting strategies. By staying agile and responsive to these evolving dynamics, brands can not only maintain their relevance but also unlock new potential for engagement and growth during the politically charged atmosphere of an election year.

Ben & Jerry’s has a long history of social activism, and during the 2016 U.S. presidential election, they leaned into this identity more heavily introducing a new flavor, Empower Mint. As political discourse intensified, the brand recognized a growing audience of socially conscious consumers who were actively seeking brands that aligned with their values on issues such as climate change, social justice, and political reform.

By taking a clear stance on political and social issues, Ben & Jerry’s not only strengthened its existing customer base but also discovered and attracted new segments of consumers who resonated with their activism. These were often younger, more politically engaged individuals who were drawn to the brand’s alignment with their values. The election year amplified this effect, as consumer sentiment around political and social issues was heightened, making it easier for the brand to connect with and grow these new segments.

Long-Term Brand Impact

How a brand navigates the election period can have long-lasting effects on its reputation. Successfully navigating this complex landscape can reinforce brand loyalty, deepen customer trust, and position the brand as a thoughtful, responsive leader in the market. On the other hand, missteps during this period—whether through poorly timed messaging, perceived insensitivity, or lack of responsiveness—can lead to prolonged negative perceptions that are difficult to overcome.

In an era where consumers are quick to voice their opinions and hold brands accountable, maintaining trust becomes even more critical during election seasons. As you steer your brand through this challenging time, remember that every interaction and decision can contribute to building a lasting, positive legacy that resonates well beyond the election season.

The economy is an omnipresent discussion point in every election season. The Zeta Economic Index can help you understand how healthy consumer spending is and what it means for your business.