Election 2024—how brands are trying to relieve consumer anxiety

As the country prepares to elect the next president, brands are stepping in to help relieve consumers’ heightened anxiety. Some are posting encouraging messages on social media or marketing new products, suggesting they will help with stress related to today’s election. A recent report from Project Healthy Minds and The Harris Poll found that 77% of Americans report having anxiety around the 2024 election and 58% said this year’s election has had a negative impact on their mental health over the last year. Below, Ad Age compiled some of the marketing efforts brands are making this year to address election-related anxiety. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Calm After stepping in four years ago to help with election fears, meditation app Calm is back this presidential cycle. Citing a statistic that watching cute animals can decrease anxiety by almost 50%, the San Francisco-based brand is teaming up with the San Diego Zoo to host an Instagram livestream featuring zoo animals on Nov. 5. The livestream will run from 3 p.m. ET until West Coast polls close and feature the likes of capybaras, meerkats and penguins. Calm will again invest in ad breaks, including a “silent ad” on Election Day, as it renews its previous CNN sponsorship. TV and streaming ad prices in 2024-25 Primetime TV ad prices Cost of ads on Netflix, Disney+ and Hulu TV ad cost trends over the past decade Sesame Street On Monday, Sesame Street shared messages from characters including Grover, Cookie Monster, Rosita and Bert aimed at stress related to the presidential election, as the company continues to offer support and solidarity. We all face moments when things feel overwhelming, and that’s okay. Remember, you are not alone. pic.twitter.com/X8nDSiRMK3— Sesame Street (@sesamestreet) November 4, 2024 It's okay to take a break today—it even better if it includes cookies. 💙— Cookie Monster (@MeCookieMonster) November 4, 2024 If you are ever stressed, remember that your friends are here to comfort you. 💛— Bert (@bertsesame) November 4, 2024 Do your best! That is all you can do. That’s what my Papi always tells me.— Rosita (@Rositasesame) November 4, 2024 Noting the current mood of feeling overwhelmed, the messages continue a mental health campaign Sesame Workshop launched with the Ad Council in March. Sesame Workshop has become vocal on such issues beginning with Elmo’s viral social media check-in earlier this year. Also read: Post-election advice for brands Aloft Hotels Marriott-owned Aloft Hotels likely came across the same statistic about animals relieving anxiety that Calm did. The pet-friendly boutique hotelier is hosting free “No Watch Pawties” where people can hang out with dogs and avoid the news. The locations include Atlanta; Orlando, Florida; Milwaukee; Austin, Texas; and New York City. Aloft also released a 47-minute “Election Noise Escape” video with tranquil music and a shaggy pup. Cherry Cannabis View this post on Instagram A post shared by cherry_colorado (@cherry_colorado) Cannabis brand Cherry worked with Special Group U.S. to create two strains of weed designed to reduce election dread and anxiety. Called POT-US, the strains include Dank Dough, for winding down, and Bernscotti, for eliminating jitters. The companies are promoting the products, which are available at Green Fields Dispensary in Denver, on social media. FlannelJax’s View this post on Instagram A post shared by FlannelJax's (@flanneljaxs) FlannelJax’s, an axe-throwing enterprise headquartered in Toronto, is promoting its offerings as a “break from politics.” The company, which hosts team-building experiences at its U.S. locations in Michigan, Minnesota and Wisconsin, is running ads on Facebook that tout 50% discounts for one-hour walk-ins on Nov. 6. “Throw axes, not punches,” the brand writes. The Sill The direct-to-consumer plant purveyor recently debuted its “Hope Garden Collections” of indoor and outdoor plants that Founder Eliza Blank said are specifically curated to help decrease stress. These limited-edition bundles include an olive tree and Peace Lily. “Elections are always intense, but this year has introduced new levels of uncertainty and anxiety for many of us. Plants are a small but meaningful way to help restore a sense of calm and control,” wrote Blank in an email. The brand, however, does not plan to promote the collections on Nov. 5. “We’re deliberately choosing not to contribute to the noise tomorrow,” Blank noted on Monday, adding that the Sill will promote the collection in the future.

Election 2024—how brands are trying to relieve consumer anxiety

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