Politics

No Matter Who Wins, the 2020 Presidential Election Won't Drastically Shift Brand Strategy

Spending habits won't change much, either

a map of the us in red, blue and white — Experts say it's not likely for the election to effect too much in the brand marketing world.Illustration: Kacy Burdette

November 5, 2020

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While a year that began with quarantine and ends with a contested presidential election might not be good for your blood pressure, the brand marketing ecosystem won’t change all that much, according to experts Adweek talked with.

“The electorate is not a consumer base,” said Kate Muhl, a brand analyst at the consulting firm Gartner, pointing out that although this year brought out the most voters since 1900, when 73% of the country voted, an estimated 40% of the country didn’t cast ballots this year.