This election is so divisive, some companies have gone silent even on basic civics

# Brands Reevaluate Political Engagement Ahead of Elections

In a notable shift from previous years, major brands are pulling back on overt political campaigning as the 2024 election approaches. Back in 2020, companies like Nike and Under Armour launched star-studded get-out-the-vote initiatives, featuring prominent athletes and encouraging voter turnout. In contrast, the current election cycle sees a more subdued approach.

Nike, while not launching a new digital campaign, has partnered with nonpartisan voter organizations to support employee voting efforts. The sports apparel company has emphasized its commitment to providing the time and resources necessary for its employees to participate in elections.

Under Armour and Absolut have not actively promoted voting this year, a strategic decision likely influenced by findings that indicate a growing consumer tendency to either support or boycott brands based on their political stances. Companies may be wary of alienating segments of their customer base by appearing politically active, regardless of the nonpartisan intention of their messages.

While larger corporations may be stepping back, some smaller or niche brands are successfully navigating the political landscape. Petite Plume, an online sleepwear company, launched a line with voting-themed designs and donates portions of their sales to nonpartisan voter education efforts. Luggage brand Away has also engaged by offering products themed around voter participation and turning some of its stores into voter registration sites.

The crux of the matter for brands lies in understanding their audience's values and navigating political engagement in a way that aligns with both brand identity and consumer expectations. Remaining neutral while fostering voter engagement appears to be a strategy some companies are employing successfully.