How business can navigate election uncertainty

Uncertainty has been one of the defining characteristics of 2020 for consumers and businesses alike. With coronavirus cases rising again across much of the world and political uncertainty in the U.S., brands are again asking themselves how to be ready for unforeseen circumstances and shifting consumer sentiment.

Despite the U.S. election result having been decided, there is skepticism regarding the outcome. But that skepticism existed even before Election Day. According to a recent YouGov poll, 47{46dd52bca0123ad67b2d1222819e83fd0a56e45ca5068239f05f0c514f1e20f9} of people didn’t believe the election would be “fair and honest,” and 50{46dd52bca0123ad67b2d1222819e83fd0a56e45ca5068239f05f0c514f1e20f9} believed people would disagree on who was legitimately elected.

Increased news coverage, polarized social conversation, and potential social unrest is the reality we need to now navigate. The choices a company makes under these circumstances must be done in a careful and customized manner, taking risk tolerance and other key factors into account. Should you distance from, or lean into, political conversations? Future-thinking strategies can help marketers chart the path forward and make balanced decisions consistent with their brand values.

At GroupM, we’ve been planning and preparing with our clients for this period of uncertainty. Here’s our road map.