Never in recent history has there been so much political change that has ignited and engaged women – the same women that buy the majority of many consumer products and services. Their social media feeds are lighting up with political commentary, both liberal and conservative. They are taking sides, based on political leanings, and activating their power via marches, boycotts and hashtags. I am fascinated by these dynamics and how marketers will navigate the pitfalls and opportunities in the new politics of marketing to women.
Brands, after all, now find themselves navigating two different movements: Consumers are threatening boycotts and backlash any time a brand wades into seemingly political turf, while voices from the right appear emboldened after the election, criticizing topics that invited much less public controversy in the past. Yet at the same time, the worldwide Women's March elevated women's issues in the national conversation.