Branding of Democracy

With November 5th growing closer by the moment, it’s safe to say that the election is top of mind for most of us — brands included. Every year, participation in the American electoral system seems to grow in social cachet, with brands, pop stars and cultural figures alike working to bring out the vote.

Historically, the American democratic system has been less than hip. According to a Pew report , the majority of our country’s most consistent voters are over the age of sixty five, a demographic not otherwise known for driving trends.?

However, these days young people are becoming more involved. A Harvard pol l found that more than half of young Americans say they will definitely be voting in the Presidential election this Fall, an increase that is doubtless due in part to the more successful branding of the democratic process.?

So how is democracy functioning as a brand? And how are brands becoming involved in the democratic process??

Democracy as a Brand

One of the most salient symbols of democracy in 2024 is Kamala’s Brat Summer. It all kicked off when British singer Charli XCX Tweeted “Kamala IS brat,” linking the candidate to her smash hit album inspired by noughties excess and rave culture.?

In an election cycle that had previously been characterized by a “not this again” exhaustion with the Biden vs. Trump redux, Kamala’s rebranding as a brat summer icon felt like a breath of fresh air to young voters. And Charli wasn’t the only pop culture icon calling for change. Taylor Swift endorsed Kamala, sending her army of Swifties to the polls, while Olivia Rodrigo hosted voter registration events at her sold out concerts.?

Trump isn’t without his share of celebrity endorsements, but he’s struggled to gain mainstream cultural attention outside his circle of superfans. Singers in Trump’s corner include Billy Ray Cyrus, Kid Rock and Azelia Banks — all of whom have a certain notoriety, but unfortunately he’s been more successful at drawing headlines about the musicians who have banned him from using their songs for rallies. His branding successes were bigger in 2020, when he was able to successfully position himself as a renegade outsider, but these days you still see Trump roadside swag stands in rural areas, and mega trucks decked out with flags.

While Trump has struggled to align himself with this pro-democracy energy, a contrast that stands out after his powerful work building the MAGA brand during the 2020 campaign, influencers, musicians and Gen Z celebrities of all stripes are making the most of their association with democracy, connecting to voting efforts as a way of appearing socially conscious and in the know. But what about the branding of democracy itself?

The “I Voted” Sticker: Democracy as a Status Symbol

Most brands have an image that signifies their presence in the marketplace, whether it’s a logo, signature font or even a color scheme. For the American democratic system, the most resonant visual symbol of brand identity is probably the “I Voted” sticker, typically featuring a white oval and a fluttering flag.

Janet Boudreau created the hand-drawn design back in 1987 with her then four-month-old son on her lap. Over time, the sticker has become a potent symbol of American democracy. Boudreau has stated that the sticker was created as a way to remind people it was election day, but now with multiple early voting options largely available along with the ease of checking Google to make sure you haven’t missed your chance to cast a ballot, its symbolic role has become more important than its functional purpose.?

Celebs snap selfies with their stickers, and many of us “forget” to take it off as we run our afternoon errands, using it as a convenient way to telegraph our participation in the democratic process.?

Although states periodically run contests to redesign the sticker, including Georgia’s iconic round peach design, that classic 1987 image remains iconic for most voters. A nonpartisan way to represent your involvement in politics, the “I Voted” sticker is a symbol of commitment to American democracy that retains its potency.

How Brands Are Rocking the Vote in 2024

If democracy is trending, you can bet brands are ready to respond. Buzzy suitcase brand Away partnered with I Am A Voter to turn all 15 of its stores into voter registration hubs, and created a mockup suitcase with a pro voting message for Halle Berry to share to her near nine million Instagram followers.

Chic pajama brand Petite Plum launched a ““Pajamas to the Polls” campaign, while fashionable clothing and fashion designer Clare V. shared a pro voting tee whose proceeds benefit Michelle Obama’s nonprofit.

Campaigns are taking notice of fashion’s pro democracy swing. The Kamala Harris campaign has partnered with sixteen designers, including Thom Browne, Ulla Johnson and Tory Burch, to create exclusive campaign merch.

These collaborations aren’t driven by sales goals, but instead are motivated by the fact that consumers are increasingly looking to use their money to support brands that align with their values. 5WPR’s 2020 Consumer Culture Report found that 83% of young people want brands to align with their values .?

By showcasing a pro democracy message, brands are aligning themselves with the increasing trendiness of civic participation, hoping to create a symbol as iconic and lasting as everyone’s favorite sticker.