These elections are so divisive that some companies are even silent on basic civic responsibility

CNN
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Ahead of the 2020 election, Nike released a star-studded get-out-the-vote campaign called “You Can’t Stop Our Voice.” The video starts with a mash-up of some of sports’ biggest stars, including LeBron James and Naomi Osaka, and ends with them wearing shirts that say “VOTE.”

Nike wasn’t alone. Under Armor launched the “Run to Vote” digital campaign, which featured runners wearing their activewear and offering resources to register to vote on their website. Absolut Vodka released ‘Vote First, Drink Second’, the brand’s first video ad in years. The company also gave its employees a day off to vote.

But in 2024, in an election cycle that remains divisive, these same companies and many more have been less active in encouraging voting. There simply aren’t any splashy, star-studded ads.

While Nike hasn’t released a digital campaign for 2024, the sportswear giant says it has worked with nonpartisan groups Time to Vote and When We All Vote and has allowed employees to take time off to vote.

“NIKE, Inc. has a strong history of providing American workers with the resources and time they need to vote. We are offering paid leave options to eligible U.S. employees to ensure everyone has the time, access and opportunity to cast their vote,” the company told CNN in a statement.

Under Armor and Absolut did not respond to CNN’s request for comment.

Sitting on the sidelines during this election could be a wise business decision, as 52% of Americans say they have boycotted a brand for being silent on a political issue, or bought from or avoided brands based on their politics, according to a report by PR agency Edelman. That is 2 percentage points more than in 2023.

Despite the nonpartisan nature of get-out-the-vote campaigns, companies may view any appearance of political behavior as a risk not worth taking.

“There is literally no return on your investment if you get involved in politics because you are targeting half of your audience no matter which side you choose,” says Peter Shankman of marketing firm BluShark Digital. “Even if you don’t take a side, no one is going to say, ‘Wow, I’m going to change shoe brands or sneaker brands because they want me to vote.'”

Some smaller brands don’t mind the attention

Not all of corporate America has been silent about encouraging voting. Some brands have found success and acceptance with their consumers this election season with a get-out-the-vote campaign.

Online sleepwear company Petite Plume has created a pajama line for its children’s collection with embroidered slogans such as ‘Vote’ and ‘Future President’ and ‘Future Voter’. The company also donates 20% of the proceeds from sales of their custom line to I am a votera nonpartisan organization that aims to educate and mobilize voters.

The key for Petite Plume is staying neutral while encouraging voter engagement.

“We’ve been very careful not to lean in any direction,” says Emily Hikade, the company’s founder. “I think most of our customers realize how important it is to vote now, more than ever to make your voice heard – regardless of who you vote for.”

Away, a luggage and travel accessories brand, went the extra mile with its efforts to support voting. The company created I Am a Voter suitcases in partnership with the nonpartisan group and turned 15 of its stores into voter registration sites on National Voter Registration Day.

“Every time a brand takes a stand, there is an inherent risk. But for us, it’s a matter of authenticity,” Jen Rubio, CEO and co-founder of Away, said in an email to CNN. “Getting involved in voter engagement aligns closely with our values. This is not about pushing a particular point of view; it is about supporting the fundamental right to participation.”

The key to making voting work for brands is knowing their audience, says Shankman. A brand with a large percentage of like-minded customers will readily embrace the brand’s message.

“No one is saying you can’t be passionate about the upcoming election,” Shankman said. “But understand that not everyone who uses your company or buys your product will think the same way you do. I would never tell a client to go into politics, but if he/she is going to do so, you should at least understand your audience.”