Political Consumer Insights

Implications - The global fame attained by US president-elect Barack Obama in 2008 was not hindered by any linguistic or cultural boundaries, indicating his status as a global celebrity. Political Celebrity is bolstered by viral online videos, parodies, and content created by candidate backers.

Implications - After decades of apathy, younger generations are finally developing an interest in politics - largely fueled by the presence of the candidates on the internet. Viral videos are significant drivers of this phenomenon, and often feature slightly offensive comedic remixes or beat boxing.

Implications - Flags and other nationalistic themes garner societal patriotism, and are appearing more frequently in the advertising and packaging of day-to-day products, from shoes to liquor. Patriotic colors and symbols may appeal to consumers' senses of pride and unity during times of economic or social instability.

Implications - When it comes to shock value, some brands are upping the ante with campaigns and branded merchandise focused on religious themes. This level of shockvertising may border on offensive for some, but in a market populated by desensitized consumers, typical attempts at creating shock just don’t cut it. The brand must disturb, even to the point of upset, to make a point—and religion undeniably provides an avenue.

Implications - Humor today is much more crude and shocking than it used to be. One way to get a few laughs is by decreasing the seriousness of often serious subjects, such as historical figures and occurrences that would normally offend an older generation. Parodied and played with, these historical motifs signify a shift in pop culture and preferred comedy, which is skewing more and more toward playful flippancy.

Implications - Hacktivism is a new form of protest that while non-violent, is extremely powerful. Groups such as Anonymous are one example of the power online hackers can wield, but brands are now also using hacktivism to their advantage. Dove is just one example, having recently created a fake application for Photoshop that was planted on the web.

Implications - Political parody has existed for as long as government systems have been in place. This concept is married with the dark, ruthless style of humor on the Internet in political schadenfreude. Distrust for political figureheads is seen communicated in a more mocking tone, allowing skeptical consumers to indulge in the idea of bringing powerful figures down to a level lower than their own.

Implications - In order to deal with the enormity of issues like politics and gender, consumers are seeking light-hearted and humorous ways to engage in discussion. Whether facilitated by official websites or web users, it's clear that there's an audience for content and products that entertain while informing.

Implications - The pervasiveness of memes is undeniably on the rise, but consumers, particularly young people who are active online, are responding more strongly to content that diffuses serious issues using humor. Highly sharable, and creating a way to more comfortably discuss sensitive topics, these pieces serve to comment on serious issues in a less controversial way.

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.