政治消费（英文版）.pptx

,THE,POLITICAL,CONSUMER,DRIVERS,2,INTRODUCTION,THE POLITICAL CONSUMER,INTRODUCTIONMore than ever, todays consumers are immersed in politics.Between celebrities like Beyonc or LeBron James taking openstances on political issues and the bombardment of politicalarticles on social media, it has become more difficult to ignorethe hot-button topics of the day.There isno doubtthatthe turmoilof theUS presidentialelectionandtheconfusionofpost-Brexit-votepolitickingintheUnitedKingdomhavefueledthefire.Amid a year ofpoliticalstrife almostwithoutprecedent, divisiveissuesareforcingtheir way to the front:womens rights,sustainability,immigration,andothers.Despite the sound and fury of 2016, none of the above issues are tied to anyone election cycle, and theyre not going away after the votes are cast. Evenfor brands, its becoming more difficult to avoid taking a standthose that siton the sidelines risk missing out on important conversations, or even alienatingconsumers who seek a better alignment with their values.Consumers are watching carefully. In its 2016 annual study on the relationshipbetween business and politics, the Global Strategy Group found that publicawareness of corporate stances on political events hit an all-time high in 2016,having nearly doubled since 2014.A tweet by Speak For Yourself, quoting co-host Jason Whitlock, 2016,THE POLITICAL CONSUMER,3,4,INTRODUCTIONMadame Tussauds clay heads of Hillary Clinton and Donald Trump, 2016,THE POLITICAL CONSUMER,5,INTRODUCTIONAmericans are also overwhelmingly supportive of brands that take stanceson issues: 78% agree that companies should take action to address theimportant issues facing society, while 88% agree that corporations have thepower to influence social change.It can be difficult to navigate the conversation effectively. In a climatesaturated by social media, brands that are perceived as insensitive orinauthentic run the risk of getting called out by consumers.On the other hand, with so many consumers paying close attention, brandsthat are able to successfully weigh in on the polarizing issues of the day havea nearly unparalleled opportunity to grab the public spotlight. The powerof social media virality means effective responses may not require a hugemedia budget. There is also an opportunity to engage consumers on a moremeaningful level, pursuing the “authentic” connection that many seek.Whats changed? Why are we suddenly so politicized? This introduction willlook at the three key factorseconomic, technological, and culturalthatare crucial to understanding todays hyper-politicized landscape and finding awinning strategy within it.#DontFuckMyFuture advertisement, encouraging the UK to vote during the EU Referendum. Pictured top isKeira Knightley and bottom is Lily Cole. Courtesy of Adam & Eve/DDB, 2016.,THE POLITICAL CONSUMER,6,DRIVERSINCOME AND INEQUALITYOf all the changes that have occurred in recent decades, the most tangiblefor the average citizen are the economic ones. Stagnating incomes have led tofrustration for many, and a sense that any change is better than the status quo.The transition to a service economy has left behind many workers whose skillsare no longer in demand. Industries such as manufacturing and construction,which once provided steady employment in certain communities, have largelymoved overseas or developed new technologies that have replaced unskilledlabor. Todays jobs offer less stabilityaccording to the McKinsey GlobalInstitute, roughly a quarter of the working-age population in the United Statesand Europe work in the “gig economy,” which cannot guarantee regular benefits.What about the middle class? In 1970, the middle class controlled nearly two-thirds of US income; today, it controls closer to 40%, according to the PewResearch Center. Even for this once-comfortable demographic, economicanxiety persists as incomes stagnate and housing costs rise.For those at the top of the economy, the ride has been far smootherresultingin an income gap so tangible that the nickname “Unequal States of America” hasbeen floated as an alternative. The top 1% of the US population earns 40 timesmore than the bottom 90%, according to the National Bureau of EconomicResearch. (The top 0.1% earns an average 185 times more.) In the UK, the richestShinola Detroit I Belong Here advertisement. Filmed by Bruce Weber.,THE POLITICAL CONSUMER,about the power of a large and politically vocal group. “If youve got money, youvote in,” one voter neatly summarized the gap for the Guardian, following thevote in June. “If you havent got money, you vote out.”A few brands and retailers are finding opportunities to address the economicdivide. Luxury lifestyle brand Shinola appeals to consumers in part by stressingits role in bringing manufacturing jobs back to Detroit. The brand ran an adcalled “I Belong Here” on CNN during the Trump-Clinton debate, a nostalgic,hopeful love-letter to the city. Shinola is planning to open a luxury hotel indowntown Detroit in fall of 2018.Major brands have embarked on their own initiatives to support economic andracial diversity. Amazon expanded its same-day delivery service to minorityareas in several major cities after press reports revealed a correlation betweenPrime Now availability and race. Starbucks plans to open 15 locations in low-and middle-income neighborhoods by 2018, and Whole Foods has committed tobuilding four locations in low-income and predominantly minority areas.,as places to vote and allow all voices to be heard?”The UK referendum on leaving the European Union was another wake-up call,Across economic classes, its a challenge to build and preserve brand loyaltyamid widespread rejection of institutions. Post-Brexit-vote surveys showedsteep declines in trust in the United Kingdoms government, as well as arenewed hesitancy to commit to big purchases. More than 70% of Americansbelieve the economy is rigged, according to Marketplace-Edison Research,while just 18% express confidence in big business as of June 2016, according toGallup.Its crucial that brands face the economic shifts, as theyre not likely to goaway any time soon. The Brexit vote only compounded anxiety in the UK as thecountry waits to see the full effects of leaving the European Union. And entireindustries, from manufacturing to trucking, are likely to suffer significant joblosses as technologies like artificial intelligence and self-driving cars continue toadvance.Brands today have the opportunity to take a strong stance on economic issues.For the immediate future, at least, uncertainty reigns.,7,DRIVERS1% is now worth 20 times as much as the countrys poorest 13 million combined,Oxfam has recently found.The result? Large swaths of the population are advocating strongly for change.“What people are feeling is that the economy failed them, their governmentfailed them,” Hillary Clinton told the Washington Post. “They just are lookingfor somebody who will explain, in a way they will accept, whats happened.”Meanwhile, Donald Trumps anti-trade tirades speak to voters economic fears.,THE POLITICAL CONSUMERBoost Mobile, a low-cost cellphone provider marketed toward urban minorities,recently launched the “Boost Your Voice” campaign, which seeks to transformits stores into polling places for the 2016 election. This will be the first time abrand has offered its own storefronts as polling places.“Last election, millions of lower-income and minority voters faced long linesand inconvenient locations,” said William Gelner, chief creative officer at partneragency 180LA. “With Boost Mobile stores in these areas, why not offer them up,8,DRIVERSTiffany & Co. featuring a gay couple for the first time in its advertising, 2015,THE POLITICAL CONSUMER,9,DRIVERSTECHNOLOGY AND MEDIAConsumers today are eager to express their political views onlineand arentafraid to call out brands on divisive issues.A clear majority of Americans (62%) now get news from social media, including18% who do so “often,” finds the Pew Research Center. Meanwhile, consumersare cutting the cord on traditional media, with a full 40% of millennialschoosing to rely solely on streaming services or the internet. These changesin media consumption have democratized access to information, as well as tothe platforms used to share it.A new wave of digital-first activists is harnessing the power of social media tounite viewpoints, with powerful real-world effects. The #ShoutYourAbortioncampaign, which was tweeted more than a quarter of a million times withintwo months of its launch in 2015, resulted in a lasting movement that changedthe national conversation around reproductive access. This summer, agrassroots social media campaign challenging the high price of EpiPensspread to Congress and ultimately resulted in a price drop.Live-streaming video is another powerful new tool with the potential tochange the conversation. Black Lives Matter leader DeRay McKesson live-streamed his arrest at a protest in July; the video has been viewed more than650,000 times. In October, 40,000 watched as actress Shailene Woodley#ShoutYourAbortion. Amelia Bonow is encouraging women to share abortion stories. Photography by Brady Hall,THE POLITICAL CONSUMER,10,DRIVERSlive-streamed her arrest for protesting the Dakota Access Pipeline (andthe power of the live stream doesnt end with the live action; the video onWoodleys Facebook page had been viewed 4.7 million times and shared over88,000 times just 10 days after it was posted).Although early platforms like Periscope and Meerkat brought life to live-streaming, the April 2016 launch of Facebook Live really brought the mediumto a mass audience. Younger people, especially, view live streaming as anauthentic means of presenting a view, with no editing or scripts involvedin the SONAR survey conducted for this report, 51% of generation Zrespondents and 56% of millennials say live video on social media plays animportant role in political discussions.“Video in this election is being used to hammer home important points,”says Devra Prywes, VP of marketing and insights of Unruly, a video ad techcompany. “Things just seem more real documented in video. Especially fuelingthe Black Lives Matter movement all of these things that people dontusually see, bringing them to life and exposing them. What were seeing rightnow with the police and communities, video is making it very real.”But does reality still matter to voters? According to some, weve entered anera of post-truth politics. Appeals to emotions often hold just as much swayBlack Lives Matter leader DeRay McKesson live-streamed his arrest at a protest in July 2016,THE POLITICAL CONSUMER,11,DRIVERSas appeals to logic and reason. Trust in traditional media is at an all-time low.According to the most recent Gallup poll, only 32% of Americans trust themedia to report the news fairly. Today, some viewers see even fact-checkingoperations as politically biased.Social media can isolate viewpoints, leading to less exposure to opposingarguments. Since May, the “Red Feed, Blue Feed” feature in the Wall StreetJournal has been exploring the “echo chamber” effect. One feed featuresnews from sites classified by Facebook as “very liberal,” and the other as“very conservative.” At a glance, the two feeds appear to be discussingentirely different events.“If youre looking at your feed every day, and you have the same set of sourcesthat youre getting news and opinions from, if you just see those everyday, again and again, maybe youre assuming that everyone else sees this,”says Wall Street Journal visual correspondent Jon Keegan. “When you doencounter stuff that challenges that view, it can be pretty jarring.”Facebook can now extrapolate its users political leanings, meaning politicalaffiliation is now taken into account by the sites super-targeted advertisingso users are even more likely to see posts from brands or politicians thatconfirm their views. Social media is fanning the flames around the mostRed Feed, Blue Feed by Wall Street Journal,THE POLITICAL CONSUMER,12,DRIVERSheated political division US has seen in decades: For the first time since 1992,around half of all voters would use terms like “afraid” and “angry” to describetheir feelings toward the opposite party.In short, its the perfect media climate to fuel strong political discourse. Socialmedia has ignited new conversations around issues like womens rights, racialrepresentation and gun control, creating strong and opinionated networks.Brands that tap into these networks may benefit from the rapid pace ofsharing; on the other hand, its equally easy to end up on the wrong side ofpopular opinion.Finding a way to cut across different demographics will constitute a challengefor brands moving forward. In a rapidly shifting media environment, the stakesremain high.Top image: Tic Tacs Twitter reaction to Donald Trumps recorded comments from 2005Bottom image: Adidas quick social media response on Instagram,THE POLITICAL CONSUMER,13,DRIVERSSpring 2016 Barbie collection by Mattel. The new collection includes different body shapes and ethnicities.,THE POLITICAL CONSUMER,14,DRIVERSIDENTITY AND CULTUREBy the middle of the century, the populations of the United States and theUnited Kingdom will look radically different. A series of demographic shiftsmeans that minority voices will have more impact on the political landscapethan ever before.In the United Kingdom, ethnic minority groups will outnumber white Britons byapproximately 2070, according to David Coleman, professor of demographyat Oxford University (although immigration reform, back on the table after theBrexit vote, could influence that percentage). In the United States, more thanhalf of the countrys children are expected to be minorities by 2020; by 2060,minorities will be the majority, predicts the Census Bureau.With demographic shifts come ideological shifts. Old centers of power areeroding in industries that have seen the makeup of their members shiftdramatically in recent years. From the downfall of TV executive Roger Ailes tothe #OscarsSoWhite backlash and boycott, cultural elites are less insulatedfrom the politics of race and gender than in the past.At the same time, identity-based political movements are on the rise. In 2016,the United States saw a wave of activism that challenged laws discriminatingagainst transgender people, while the Black Lives Matter movement continuesto change the national dialogue about race. At the Democratic National#OscarsSoWhite,