More people (41%) feel that brands shouldn’t be involved in politics than the 28% that think they should, according to Havas Media Network’s ‘Year of Elections’ survey.
The research, which surveyed 1500 adults to explore shifting behaviours during election periods, also found that double the amount of people would distrust a brand involved in politics than would trust it.
However, the younger age group are more likely to feel it is important for brands to get involved in politics, with double the number of 18 to 44 year olds feeling this way (41%) compared with over 45’s (17%).
Those aged 45 and over are more likely to believe that brands shouldn’t be involved in politics at all (54%).
In addition, brands being more empathetic was more important to the younger age group, while the two groups agreed that messaging should be serious and respectful regardless of how people feel.
Only one in ten felt that being more humorous was the right tone to strike.
Exploring general opinions about politics, the survey also found that the majority (49%) feel downbeat about the upcoming elections, while 37% feel upbeat and the rest are neutral.
Over half (51%) said they will consume more news during the election period, while young people aged 18 to 44 were the most likely to say that their spending would be impacted a lot by a change in government, with 20% agreeing with the statement.
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The most prevalent feeling about the upcoming election was uncertainty, with 26.2% across all groups feeling this way. One in five also said they felt both optimistic and pessimistic.
“It’s unlikely to be a surprise to many that political distrust is set to permeate all areas of the economic landscape in the coming weeks. With 28% of consumers expecting brands to play a role but two-fifths thinking they shouldn’t, getting involved – or not – clearly carries risk,” said Havas Media Network chief planning officer Jackie Lyons.
She added that there is “no one size fits all approach” highlight that the cost-of-living remains a key concern, and that “trust is paramount”.
“In the context of synthetic news, sensationalism and over-reliance on social media, publishers that can provide trustworthy information also have an opportunity to attract new readers,” she added.
