The Political Consumer

From pop culture to major elections, today’s consumers are immersed in politics like never before. In a hyper-politicized landscape, it is increasingly difficult for brands to opt out of important political conversations. And consumers are watching carefully, with public awareness of corporate stances on political issues hitting an all-time high in 2016.

In this climate, how can brands stay relevant in political conversations while maintaining their values? The Political Consumer report offers a guide to the new landscape of political forces that brands need to navigate.

This report includes:

• 10 pages of infographics based on a consumer survey from SONAR™, J. Walter Thompson’s proprietary research tool, measuring consumer attitudes toward politics, media and brands across generations
• A deep dive into the economic, technological and demographic forces shaping today’s hyper-partisan consumer landscape
• Case studies of effective recent campaigns, from those that brought a voice to influential movements to those that attempted to bridge the partisan gap