It’s well-known that millions of Americans, particularly younger voters, feel disconnected and disillusioned with the current political landscape. Yet amid this chaos, there’s one force that can cut through the noise and inspire action, even at the risk of alienating a portion of a candidate’s followers: celebrities.
According to Collective Voice, 76% of voters want election-related content from celebrities and influencers. That’s a significant influence, particularly among voters who might otherwise disengage from the political news cycle.
Research from Harvard University’s Ash Center for Democratic Governance and Innovation supports the notion that celebrity voices can re-engage disillusioned voters. Public endorsements from figures like Taylor Swift, Megan Thee Stallion, Kid Rock, and Amber Rose have made waves in the recent political sphere. For example, when Taylor Swift encouraged her fans to register to vote with a simple Instagram post, it resulted in 250,000 new registrations through Vote.org in just 72 hours. This underscores the power of celebrity endorsement—fans who don’t typically follow politics suddenly become informed and motivated to act.
When celebrities endorse a candidate, it adds a new layer of influence, blurring the line between genuine support and strategic branding. While some celebrities align with the causes they support, others see political involvement to increase visibility and elevate their brand. Consider the rumors surrounding Mark Zuckerberg's potential support for Donald Trump, or Kamala Harris incorporating Beyoncé's music into her campaign. These examples show how deeply intertwined politics and culture have become, sparking conversations and driving engagement.
Donald Trump famously used cultural symbols like My Heart Will Go On and hinted at connections with celebrities like Taylor Swift to expand his reach, despite not officially securing the rights to these songs. Risky? Perhaps, but this fusion of pop culture and politics fuels campaigns, creating viral moments that extend far beyond traditional political advertising.
However, there’s another side to this equation: the portion of a celebrity’s fanbase that may not agree with their political stance. These fans often turn to celebrities for escapism, only to find themselves unexpectedly drawn into political discourse.
While celebrities may be prepared for both backlash and support, brands and corporations tend to approach this landscape with more caution, often using subtler strategies to create similar waves.
Many brands avoid taking explicit political stances, opting instead to partner with influencers who are more vocal. This approach allows brands to connect with politically aware audiences without explicitly choosing sides, maintaining their relevance in political discussions while minimizing risk. Through strategic collaborations with creators, brands can remain engaged in the conversation without alienating large portions of their audience.
Donald Trump has been vocal about wearing Brioni suits. The brand is known to cater to the elite, including Hollywood celebrities. Meanwhile, Kamala Harris caused waves when her Tiffany & CO pearl earrings were confused with clip-on audio headphones. Both brands have not positioned themselves online, but one cannot deny they’ve had quite a lot of press around them. Whether these were strategic moves or not, the impact was real.
Whether stepping into the spotlight or working quietly behind the scenes, brands and celebrities have the potential to forge meaningful partnerships that resonate with voters across the political spectrum. The behavior of voters in the coming weeks will undoubtedly set the tone for future trends in election partnerships, shaping how companies engage with politics in the years ahead.
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