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Political Consumer Insights

Political Fatigue
Brands aim to help consumers alleviate stress ahead of election day
Trend - Brands in various sectors, spanning travel and tourism to alcohol and entertainment, are helping consumers cope with "political fatigue" ahead of the upcoming U.S. elections. These solutions range from an escapist hotel stay to a relaxing political coloring book.

Insight - American politics have been a constant source of news for consumers around the world and with the election day close, many consumers are feeling anxious over the impending results. This, compounded by other stressors this year–the pandemic, economic uncertainty, and remote work and learning–has resulted in many consumers feeling overwhelmed and looking for comforting ways to manage these anxieties.
Workshop Question - How can your brand support consumers who are feeling anxious amid the current political climate?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Registration
Retailers are turning select physical locations into voter registration hubs
Trend - Businesses are aiming to make the act of partaking in the presidential election easier for consumers. As a result, many companies are transforming their brick-and-mortar locations into registration hubs and offering educational materials to encourage participation.

Insight - Contemporary consumers—especially those who are a part of the Millennial and Gen Z demographics—are placing emphasis on ethics and sustainability, which has resulted in many expecting their favorite brands to take a political stance and support social causes. As a consequence of the growing consumer consciousness, individuals feel more confident and better about their purchasing decisions, knowing that a given brand is using its power to advocate for a better world.
Workshop Question - How might your brand showcase its commitment to creating a better world?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
COVID Verified
Brands and organizations are battling the spread of misinformation during COVID-19
Trend - Since March, mainstream Western media has covered COVID-19 content in high volumes and many have taken to social media to share about the virus, creating a bigger opportunity for misinformation. To remedy this, organizations are going beyond traditional fact-checking platforms and are aiming to engage consumers directly with authentic information through building community, centered around experts and verification.

Insight - In recent years, individuals have become aware of the dangers of fake news and as a result, many are increasingly skeptical about the information they consume, both online and in print. COVID-19 has caused people to do a lot of research, pertaining to the virus itself, its effect on other countries, the political responses to the pandemic, and so on. Because of this desire of wanting to understand and better educate themselves in the pandemic, individuals are looking for trustworthy and verified information.
Workshop Question - How can your brand combat the spread of fake news?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post-Pandemic Dystopia
Designers are hyperbolizing the future state of the world post-COVID-19
Trend - Designers—particularly in fashion and in other categories—are imagining the post-pandemic future in a glum and dystopic manner. Mostly shared through photographic imagery in editorials and lookbooks, as well as in some projects and even events, these post-pandemic worlds seek to entertain.

Insight - Individuals are embracing all forms of fiction as a means of entertainment—from books to photography and beyond. Often, many place a strong emphasis on content that is relatable to a degree, and as a result, consumers search for narratives that offer commentary on contemporary issues and events. In this case, individuals do not only succeed in passing their time in pleasurable ways, but they also experience some connection and comfort through the content that they consume.
Workshop Question - How can your brand tap the post-pandemic imagination to engage consumers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Catalyst Campaigning
Brands get political with campaigns that encourage voter participation
Trend- During the 2018 US midterm elections, a number of brands pioneered interactive campaigns that encouraged voter participation in a variety of ways through the use of social media, ride hailing apps, and other ad campaigns.

Insight - Today's consumer has more frequent access to political news, and specifically, varied opinions of others via social media. This has created an era where consumers hold brands to a higher standard regarding corporate social responsibility. Many today hold the expectation that brands need to use their platform to encourage individuals to fulfill their civic duties and serve as catalysts in empowering consumers for the greater good.
Workshop Question - How can you serve as a catalyst in the political empowerment of your customer?
1.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Encrypted Ballot
Blockchain technology is applied to voting for increased transparency
Implications - While blockchain technology is still in its infancy, its application in voting means that we can almost guarantee security while allowing for increased participation for remote legally registered voters. With electoral fraud being highly scrutinized as of late, blockchain technology has the potential to provide a foundation where institutions can work to restore faith in electoral systems, and could contribute to more accessible voting processes.
Workshop Question - How might the guaranteed security of blockchain technology impact your industry?
2.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Politicized Intimacy
Campaigns related to sexuality and sexual health are turning to politics
Though products related to sexuality and sexual health have always been viewed as somewhat taboo, some brands that offer them are taking it a step further by grounding their campaigns in political and social issues. The dichotomy between these strong "left-leaning" stances, and the seemingly more prominent "conservative" movement in North America is allowing brands to make more definitive statements that will ultimately target the demographics most important to them.
Workshop Question - Where does your brand fit into the political and social landscape, and how can it leverage that position to better the consumption choices and lives of consumers?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Content Certainty
In the era of 'fake news,' consumers seek out trust-forward alternative outlets
Implications - The Internet has democratized the gathering of information, but it's also granted almost anyone the ability to create content. This creates a lack of trust for all news sources. For the Millennial generation, there is an extra level of mistrust surrounding large news outlets that can only be alleviated by way of alternative outlets that lead with accountability.
Workshop Question - What could come off disingenuous about your product or brand, and how are you closing that information gap?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Diplomatic Media
Consumers seek non-partisan resources for news information
Implications - As the war on fake news rages, media platforms are earning the trust of dubious consumers by changing the game and providing multiple perspectives rather than promoting a single message. Inundated with free access to media, consumers are becoming more open to varying opinions and realizing that there is always more than one side to the story. Through offering multiple angles to the news within one resource, media outlets can engage their readers on a much more authentic level, increasing brand trust through transparency.
Workshop Question - What type of stance does your brand take when it comes to socio-political matters? How can you adapt this to better foster brand trust?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Topical Gaming
Games targeted toward adults take on topical, of-the-moment themes
Implications - Increasing engagement and capitalizing off of buzz, games focused around pop culture phenomena like politics or Internet memes are taking off. By playing into topics that consumers are already interested in and talking about, game creators are not only able to increase sales, but generate word-of-mouth around the products themselves as well. This shift toward a more niche version of existing products is reflective of a consumer base that seeks out goods that reflect their specific interests.
Workshop Question - If you were to leverage a pop culture phenomenon to connect with consumers, which one would you choose and how would you leverage it?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends