Food and Politics
November is the month where our IG feed turns political and "I voted" stickers are as common as cozy flannels. So, what's food got to do with politics anyway? Well, turns out brands are using food to stoke political dialogue and merge seemingly polarized groups.
Diplomacy Dining
Looking to elevate a client relationship? Science says the best way to do it might just be through sharing a meal. According to a study conducted by the Society for Consumer Psychology, "Similar food preferences promoted trust and cooperation" among participants. Organizations like Refugees Welcome are using this idea to connect US refugees to hosts "where refugees and non-refugees break bread and break barriers" by having dinner together. Although this idea has been adopted on a small scale, there's still an opportunity for food brands to be a political and social agent in this divided time.
Consumers are Hungry for Change
In the past, brands may have been penalized for getting political. In 2018, they may be penalized if they don't. A study from the Shelton Group found that "90% of Millennials will buy from a brand that employs social and environmental practices they trust, and 95% will recommend that brand to a friend." Brands like Ben & Jerry's gave consumers a taste of cause-based branding before it was mainstream with campaigns like "Poor People's Campaign" and their public demand to fix the Voting Rights Act. Anheuser-Busch has announced their goal to become the industry leader in sustainability by 2025.
Immigration Policy and Food
Our political choices and how we vote directly affect our food system. According to Eater "the American food system relies on immigrant labor more than any other cross-section of the economy." With this in mind, federal attitudes towards immigrants influence the types, quantities, and prices of the food available. The political sentiment hugely impacts the whole agricultural labor environment as "Raids and crackdowns are violently disruptive for all workers regardless of status." Some of our favorite foods were brought here by immigrants and without immigrants we can expect inflated prices and weakened trade relations.
What This Means for Brands
Considering what we know about food's ability to build trust, consider brand testimonials to help humanize your brand. Consumers are relying on brands more than ever to be agents of change on environmental, social, and political issues. Even if brands don't choose a political side, which can be intimidating, they can serve as a unifier between dissimilar groups.