Comms in the era of polarization
US influencers are mobilising to encourage voter registration. But while the messaging - ‘make your voice count’ - feels political, these influencers are decidedly non-partisan, with the vast majority stopping well short of endorsing any candidates or parties specifically. The inference is clear: overt political positions are too tricky to navigate. It’s not just influencers - brands and general consumers are getting ever-more wary about taking a position in a public discourse engineered for takedowns and pile ons. Yet according to Canvas8 2022 data, two-thirds of US Gen Y respondents say that when it comes to brands, speaking out on issues they care about is not enough.
So, how can brands navigate this? As polarisation entrenches, one effective strategy is to reframe what political engagement looks like. We’re seeing how elevating the power of provenance and instilling local pride can be a route to inspiring hopeful visions of the next America, providing consumers with a sense of buy-in and agency that combats the antagonistic nature of political discourse. This is politics on the ground and in the neighbourhood - it could look like local residents making an effort to support small businesses, or even more explicit connections between voting and community, as seen in Nextdoor’s partnership with Vote.org. By celebrating local communities and championing community engagement, brands and businesses can play a role in progress that foregrounds people and their futures.
