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Political Consumer Insights

Catalyst Campaigning
Brands get political with campaigns that encourage voter participation
Implications - During the 2018 US midterm elections, a number of brands pioneered interactive campaigns that encouraged voter participation in a variety of ways. This progression highlights the new expectation of brands 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?
2.6
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?
3.2
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?
4.7
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?
4.2
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?
4.2
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?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Racialized Unity
Black consumers search for media that addresses racial issues in a meaningful way
Implications - Unsatisfied with the coverage of racial issues in mainstream media, many black viewers are turning to other sources. Whether it's media that illuminates the historical absence of black figures in government or politically charged celebrity campaigns, these ventures are not meant to merely inform, but also stand in solidarity with black viewers. More importantly, they often serve as a call-to-action for all audiences.
Workshop Question — How can your brand participate in social dialogue without alienating important consumer groups?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Feminist Commodity
Product offerings are branded with a dose of feminist thought
Implications - In an effort to position themselves as allies to the feminist movement, many brands are beginning to create limited-edition offerings that serve to highlight a genuine interest around the issue of female empowerment. Particularly relevant when marketing to millennials, such campaigns make it clear that brands are just as engaged in demonstrating good politics as they are in developing quality products.
Workshop Question — Is your brand currently presenting a gender-inclusive image? What is one way you can be more transparent about general inclusivity?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialized Politician
Political campaigning turns to social media platforms for youthful appeal
Implications - In a move to connect with millennial audiences, politicians are turning to social media platforms as an approachable communication tactic. Promoting platforms and sparking discussion through sites like Tumblr and Periscope, political campaigns are using digital platforms to not only reach younger consumers, but also engage with them on a level that they can understand and contribute to.
Workshop Question — How can your brand accommodate the varying preferences and strengths of different demographics?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cartoon Patriotism
Creatives produce illustrated takes on American political figures
Implications - Cartoonish depictions of famous figures are blurring the lines between politics and art. Depictions of this kind touch on satirical themes tied to American pride and nationalism. By providing an artistic outlet for these governmental topics, these creations help develop a more expressive political culture.
Workshop Question — How can your brand adapt to the rising tensions in political culture in a way that is productive and inclusive?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends