2024’s Election Whirlwind - What’s in Store for Advertisers?

As the elections draw closer in India, the US, and in many other countries, there are some themes that we will see starting to emerge.

On the one hand, issue-based and cause-based advertising will find its relevance even more, as it usually tends to do around election time.

However, with a more vocal and ‘woke’ audience than when the last elections happened, chances are that brands will be called out if they aren’t staying true to the cause they claim to rally behind. So, committing to a cause and staying the course is going to be extremely critical.

On the other hand, brands will also need to be extra cautious about expressing any allegiance; to a party, to a cause, anything. After all, in this current context with AI being used and misused, and deep fake videos being deployed as an essential part of election campaigning, the narrative is far from easy to control. It is very likely to find oneself being caught up in the negative fall-out of some fake news or publicity, and this needs to be avoided at all costs.

So, right from being extremely judicious about expressing support or allegiance to any side to vetting the content one puts out and keeping checks in place to regularly weed out anything that is inauthentic from the brand point of view, brands have their work cut out for themselves in the months to come.

Chief strategy officer at Ogilvy Mexico

There is constant talk of ‘historic elections’ in Mexico, and 2024 is no exception. Mexicans will choose the representative who will succeed an extremely popular president, either for continuity or for selection of a new narrative and national agenda. Then, the plot thickens – the main candidates in the race are women, meaning that, for the first time, Mexico will likely be ruled by a woman.

In this context, AI has the potential to amplify civic engagement in Mexico, a country typically apathetic towards elections, by providing citizens with more accessible and personalised information about political issues, candidates, and policies. Advanced algorithms can cater to the diverse needs and preferences of the Mexican population, fostering a more informed and engaged electorate. AI may also help bridge the digital divide and can enhance the inclusivity of democratic processes by means of more accessible and user-friendly technology that will contribute to a more participatory democracy, with all the pros and cons that come with it.

And the reality is that we have already begun to experience it. In the case of the early coordinator elections for the presidential campaigns in Mexico, we have seen the use of generative AI by followers of Xóchitl Galvéz, self-proclaimed 'Xochillovers', in the creation of videos containing images and the voice of the candidate generated by AI and widely shared on social media platforms like TikTok. These videos do not negatively impact the candidate's image - it is actually content that seeks to align with the narrative that the candidate has designed for herself.

Brands don't typically engage in this conversation and may be the least affected by this shift in user behaviour. However, one can't help but wonder – when a user is allowed and feels compelled to create unregulated content for something as crucial as the selection of their political representatives, how will these behaviours persist in the future, empowering them to produce content that could be derogatory for people, culture, and brands?

Strategy director at The Juju 

As every six years, in Mexico we are about to elect the president of the republic. For the population it is a year of political saturation: messages on television, radio and political debates. Due to the so-called ‘electoral ban’, there are periods in which messages in support of any candidate cannot be broadcast, both by the political parties themselves and by other institutions.

 

However, in the past, political actors have hired influencers and personalities to broadcast messages of support on social networks trying to win the vote of the younger generation. Historically, brands have complied with this ‘electoral ban’, but they must be careful with the influencers and brand ambassadors with whom they have a relationship and establish protocols to prevent them from violating the law, even out of unawareness of the law. In an age where influencer marketing is so relevant, brands can't just rest easy with respecting this law; they can also help to ensure that those who represent their brands don't break the law, bringing collateral damage.

 

Calling for informed voting and free and democratic elections is everyone's task: citizens, institutions, and brands. 15 million Mexicans will be able to vote for the first time in 2024. However, in the last elections, people between 19 and 34 years old were the ones who abstained the most from voting, according to INE data in Mexico. So, brands, influencers and citizens should invite them to this democratic party in compliance with the law and promoting free and informed voting.

Vice president of strategic planning at DDB Mexico

Politically speaking, 2024 looks to be a historic year for Mexico since it appears we will have our first female president (the two strongest candidates are women), and it is the first election for a big part of the Mexican gen Z (more than 15 million young people vote for the first time). An election that shows the relevance and reach of the different inclusion and equity movements that young people have been promoting - this is a recurring conversation with our brands/clients, in terms of understanding what is happening in culture and their relationship with consumers, especially the youngest ones.

Last year DDB México conducted a study with Mexican centennials, which gave us some findings that could be considered important for an election year:

We discovered that the young Mexican generations are being much more conservative than is believed. The world that they have inherited today is awakening in them conservative values ​​and mindsets that guarantee certainty and stability in their future (their economy, jobs and goals).

Almost half of the young people said they were apolitical. Of the half politically-concerned, half do not have a defined political position. And 70% of all believe that progress is in them and not in politicians.

They are a generation that has grown tired of speeches and is demanding commitments. They are waiting for tangible actions where they can verify that companies, institutions, brands, etc. are committed to causes and demonstrate it.

Findings that make us reflect on the fact that young generations are disenchanted with a world of unfulfilled promises and empty speeches, and that possibly today and in the near future will reward with their loyalty (and vote) those who know how to respond with real commitments and tangible actions.

Founder & CEO at ICONIC

Perhaps most vital of all is the actual place of the battleground, as this is most the media distribution heartland for political discourse, the social media town square, and therefore the place advertisers would want to show up to as well. It is potentially chaotic, but unavoidable.

This hot spot is increasingly political in its nature. Elon Musk’s recent rant at the New York Times conference brought attention to his feelings about the Twitter / X boycott.  

 

There is a huge public discussion right now on free speech, the right and the wrong of press ownership and where it is right to spend media dollars. It has never had this much scrutiny or potential cause for concern. 

While polarisation is so easily enabled using technology, platforms and channels which serve a true range of opinion and views complete with nuance and large swathes of grey area should be encouraged. So a streaming platform like ‘Rumble’ has grown rapidly in awareness amongst audiences. 

Although often anti-establishment or connected to controversial talent, this isn’t about outliers living in the margins. This is big business, huge audiences, massive public discourse and feeding a frenzy of conversations which many of us are only just catching up with. It is both about politics and advertisers, and the interrogation of the two has never been so entwined.

 

These platforms, places and destinations are where advertisers mix with ideals, where free speech bastions clash, where political ideology is thrashed out, social media and communities thrive and yet are often fuelled with division, or anger. Advertisers and the entire tinderbox political discourse has been brought together with plenty to lose or gain. 

Strategist at VML UK

Let’s be honest. We’re not here to talk about a year of many elections. 80% of the world’s population vote in some form or another. It isn’t inconceivable that many could do it at once. We really want to talk about the state of democracy. We’re watching this year’s elections because we wonder if they might be some of our last. Much has been said about the threat posed by AI. More said about the culture war’s ability to catapult despots to power. But democracy will continue to exist for as long as people believe in it. The issue is that many don’t.

Cambridge University describes millennials as “the most disillusioned generation in living memory”. It states that their satisfaction with democracy is declining “in almost every region”. This generation represents a small segment of the people for whom our whole system is losing its promise.

We in the marketing world must remember that this disillusionment is not just with politicians. People now distrust anything they suspect represents the interests of the powerful. Our brands included. Politician or advertiser it makes no difference. In 2024, we’ll all be viewed as salespeople of questionable substance. Our slow abandonment of ‘purpose led’ marketing does not immunise us from the scrutiny that comes as a result.

So next year, let’s get back to basics. Brands survive because real consumer problems exist. Our substance lies in solving them. If we do, we will regain trust. As for democracy? Well, that’s above my pay grade.

President-chief creative officer at MEL

Latinos are poised to be a decisive factor in the 2024 US presidential election. In 2020 52% of registered to vote Latinos went to the polls. That was already a high percentage, but most likely the number will be even more significant this year! The calculation is that an estimated 34 million Latinos will be eligible to vote. As their numbers grow, so does their potential impact on election outcomes, and Latinos could sway the results in key battleground states.

Latinos are a rising economic powerhouse, not just in the US, but on the global stage. If Latinos living in the US were an independent country, the US Latino GDP would be the fifth largest in the world. The total economic output of US Latinos reached $3.2 trillion in 2021, inching closer to Germany's and staying ahead of India, France, Russia, and the United Kingdom. It's the first time the Latino GDP has crossed the $3 trillion threshold.

The role of Hispanics in the 2024 presidential election in the US is complex and depends on various factors. Hispanics constitute a significant and diverse demographic, and their influence can be shaped by issues such as immigration policies, economic concerns, and candidates' engagement with their communities. 

The increasing political significance of Latinos in the US, as highlighted by their growing population, economic power, and voter turnout, indeed suggests that they will play a crucial role in the 2024 presidential election. Candidates need to address a broad range of issues, including immigration reform, education, healthcare, and economic opportunities, to appeal to this diverse voter base.

Cultural sensitivity and bilingual communication can be key components of successful engagement. Effective communication through various media channels, including Spanish-language media, is crucial for reaching Latino voters. Crafting messages that resonate with their values and experiences will be essential for candidates seeking their support.

Given the significant influence of Hispanics in the political landscape, brands may also need to navigate issues related to political and social concerns within the community. Brands should strive to authentically represent Hispanic culture, avoiding stereotypes and tokenism. Understanding and respecting cultural nuances will be crucial for building trust with the audience. Cultural sensitivity, inclusivity, and a genuine commitment to understanding the diverse needs of this demographic will continue to be key elements of successful marketing strategies. I certainly vote for that!

Director, political strategy at Assembly

 

There are multiple hazards that advertisers will have to navigate during the 2024 election cycle, and failure to adequately prepare for these election-related disruptions can lead to advertising inefficiencies and brand safety issues. There will be up to $12 billion in political advertising focused on select markets in the US. Advertisers who plan to activate paid strategies in those areas should prepare for higher costs and significant inventory crunches – especially around each state’s primary election and the fall campaign season. But this political advertising won’t exist in a vacuum: political creative has had proven effects on how consumers view commercial products. Advertisers should beware of the risks that specific political messaging poses for their individual brands, and should be ready to quickly respond with revised creative strategies should the need arise. 

 

Finally, as has become customary in American politics, advertisers should be ready for the ‘wild cards’. Any controversy can spiral to a point where brands will be expected to respond in a heartfelt, non-performative manner. Brands may have to do things like pull advertising down from one platform or another or issue a statement on a complex political issue – so any advertiser should be on guard for potential brand safety issues running through the election. None of this is to say that marketers should avoid advertising in 2024 – but all advertisers must prioritise working with partners who have worked in politics, understand the speed and sensitivity required, and can therefore help protect brands’ reputations during another divisive election cycle.

VP, strategy at BASIC/DEPT

In the US, I think most brands (and citizens) are bracing for impact. The last several election cycles have set a tone of nervous caution and it seems like brand leaders would rather focus on their core business rather than figuring out how to explain their stance on the next hot-button issue.

According to the countless trend reports and press on gen Z, young consumers really want brands to stand up and express their values in tense times, but in reality, I think we overestimate how much people actually care what a brand thinks in these moments*. Consumers think about a given brand very rarely and when they do they’re way more interested in the benefit they’ll get from the product rather than the company’s position on the latest crisis or issue. That gap in perceived relevance is what’s led some brands off course.

Luckily, many of us have learned from others’ mistakes. In this election cycle, I suspect most brands will be careful not to react to political swings, or wade too far into cultural events that have little to do with their product or service.

*Employees of brands are a different story. They often demand to know where their company stands on these issues and expect them to take action.

Strategic planning director at Alma

Hispanics are now the second largest group of voting-age Americans and are playing an increasingly important and defining role in the country's political landscape. About 34.5 million Hispanic Americans will be eligible to vote in the 2024 election, making Hispanics the fastest-growing racial and ethnic group in the US electorate. However, despite the growing and influential political role they play in the country (particularly in key battleground states), US Hispanics are often treated as a homogenous group, leading to poorly executed campaigns that miss the mark and squander opportunities for brands and politicians. The Latino vote is very diverse, and different issues motivate different Latinos based on different demographic and cultural factors. 

Not all Hispanics have the same political views on the state of the economy, immigration policies, gun control, abortion, and many other pressing issues in the country. To effectively target this segment, advertisers must divorce themselves from the idea that US Hispanics are a monolithic group and instead embrace the full scope of their multiculturalism. 

On the other hand, it's clear that US Hispanics still feel very close to what happens ‘back home’. In 2024, Mexico and other Latin American countries will also have elections scheduled, and what happens ‘there’ and what happens ‘here’ are more interconnected than ever before. By keeping tabs on pivotal moments in Latin America, brands can also gain crucial clues about the entire context surrounding the current US Hispanic mindset, deepening and enriching their understanding of this complex consumer segment.