The 2024 election told a story far bigger than politics—one that demands the attention of brands everywhere. When Donald Trump improved his vote share across nearly every demographic, including core elements of the Democratic base, and won 93% of US counties, it wasn't just a political victory. It was a powerful signal that Americans demand fundamental change in how institutions engage with them.
It’s not just Americans: In 2024, “every governing party facing election in a developed country … lost vote share, the first time … in almost 120 years of record keeping,” according to the Financial Times.
With Justin Trudeau’s resignation on Jan. 6, the streak continues. It is a clear trend that not just political leaders but global brands—themselves powerful symbols of incumbency—must address in some way if they want to stay healthy and relevant in 2025 and beyond.