Category
Lifestyle
Assisted Choices
Trend cluster
Category
Catalyst
Campaigning
Brands get political with campaigns that encourage voter participation.
0.9
Trend score
Trend
What is the Catalyst Campaigning trend?
Catalyst Campaigning: 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
The consumer insight behind the Catalyst Campaigning trend
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.
Trend themes
Themes within the Catalyst Campaigning trend
Three behaviours holding the trend together01
Brands and Political Activism
Brands partnering with political advocacy groups to encourage consumer civic engagement.
02
Ride-Share Voter Access
Ride-share companies providing discounted or free rides to polling stations to increase voter turnout.
03
In-App Voter Registration
Social media and tech companies partnering with voter registration nonprofits to increase user engagement with the voting process.
Industry implications
What the Catalyst Campaigning trend means for industry
Where the trend changes the playbookFor
Ride-Share Companies
Ride-share companies can partner with voter registration nonprofits to provide rides to polling stations on election day.
For
Tech and Social Media
Tech and social media companies can partner with voter registration nonprofits to provide in-app registration tools.
For
Apparel and Retail
Apparel and retail companies can partner with political advocacy groups to design products and campaigns encouraging civic engagement.
Workshop question
How can you serve as a catalyst in the political empowerment of your customer?
Trend signals
Trend signals for Catalyst Campaigning
Trend score 0.9 out of 10, from popularity 13%, activity 5%, freshness 8%.
Popularity13%
Activity5%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Catalyst Campaigning trend
5 featured examples from Aug 24 to Nov 7, 2018CategoryMarketing
Vote-Encouraging Denim Campaigns
Levi's Use Your Voice Campaign Was Created with Rock the Vote
The apparel industry can explore collaborations with political organizations to promote civic engagement through fashion.
CategoryTech
Social Media Voter Registrations
Snapchat and TurboVote Have Partnered on a New Voter Feature
As Snapchat partners with voter registration organizations, other social media companies could consider creating similar partnerships that allow their users to register to vote.
CategoryBusiness
Discounted Voter Rides
Lyft Will Offer Half-Priced Rides During the 2018 Midterm Elections
The ride-hailing industry can leverage the trend of discounted rides during elections to attract new customers and expand their user base.
CategoryTech
Voting-Focused Internet Doodles
The Google Go Vote Doodle Encourages Users to Do Their Civic Duty
Leading tech companies can create digital tools and platforms that increase voter engagement and promote civic responsibility.
CategoryLifestyle
Informed Voter Burger Ads
The Blank Whopper Teaches Individuals the Importance of Choice
Disruptive innovation opportunity: Developing unique marketing strategies that promote social consciousness and engage customers in meaningful conversations.
