𝗗𝗲𝗺𝗮𝗻𝗱 𝗲𝗹𝗮𝘀𝘁𝗶𝗰𝗶𝘁𝘆 𝘄𝗶𝘁𝗵 𝗿𝗲𝘀𝗽𝗲𝗰𝘁 𝘁𝗼 𝗽𝗼𝗹𝗶𝘁𝗶𝗰𝗮𝗹 𝘀𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁𝘀 𝗶𝘀 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗺𝗮𝗷𝗼𝗿 𝗵𝗲𝗮𝗱𝘄𝗶𝗻𝗱𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗦 𝗺𝗮𝗿𝗸𝗲𝘁. 𝗕𝘂𝘁 𝗵𝗼𝘄 𝗲𝘅𝗮𝗰𝘁𝗹𝘆 𝗶𝘀 𝘁𝗵𝗶𝘀 𝘂𝗻𝗿𝗮𝘃𝗲𝗹𝗶𝗻𝗴 𝗶𝗻 𝟮𝟬𝟮𝟯?

Brands are confused about whether they should participate in the ongoing movement of sociopolitical alignment, something their consumers seem to be yearning for quite a lot especially since political activism became inherently connected with social media platforms: take “Black Lives Matter” or the “#MeToo movement”. From being accused of “woke-washing” to losing record sales because of purchase boycotts for not being political activists, one wrong move can bring companies unwanted negative publicity.

Despite all the confusion, one can’t deny that the market’s predisposition for political tribalism is driving today’s consumption trends, and brands must tune in to keep up as the consumer evolves with a more social empathy-motivated purchase intent re-alignment.

To buy, or not to buy? That seems to be no longer a question as purchasers are surprisingly clear about what they certainly do not want. Hence, Jasper Colin presents the results of our investigation into America’s political consumerism revealing why brands need to update ASAP!