Some of the most recognizable brands in the world are joining forces in an effort to increase voter turnout on November 6th. Major companies like Walmart, Patagonia and Lyft have come together in a bi-partisan coalition named ‘Time to Vote’ to fight political apathy in a time when voter participation has reached historic lows . The group’s efforts have manifested in a number of ways: Snapchat is allowing users to register to vote through its app, Walmart created a website to help people get informed, and Lyft will be discounting rides to the polls.
Brands displaying strong points of view on cultural happenings is nothing new. In just the past month, Levis has taken a stand on gun violence and Nike on black oppression. However, the increased frequency of brands boldly announcing their beliefs tells us that this occurrence is no longer merely a trend. It has born into a movement.
Does this predict a future wherein shoppers' primary purchase drivers include a brand passions’ in addition to price and quality? Will we reach a period in time where purchases become so belief-driven that brands’ and retailers’ bottom lines begin to hurt if they don’t take a stand? We may be closer to that reality than we think. A recent study found that two-thirds of consumers don’t want companies to stay silent on large issues.
Contributed By: Emma Price, Integer Denver
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