
Published 17 October 2024
Brands activating around the November 5 US election are navigating a sea-change in attitudes (Gallup reports significant drop-off in the consumer belief that businesses should take a stance on current affairs) while leveraging a potent topic. We highlight how American marketers are taking this on: tackling election stress, standing up for reproductive rights, and encouraging voter participation with a partisan lean.



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At NRF 2026 in New York (January 11-13), AI’s radical reshaping of retail (AI-enabled ‘chat to checkout’; mastering generative engine optimisation – GEO – and loyalty-forging branded AI co-shoppers) dominated discussion among apparel, grocery, home improvement and outdoors brands. Other major talking points included...