Introduction

US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but in December, vaccines and new leadership gave a sense of anticipation about 2021. That abruptly ended with the deadly January 6 Capitol riot, and this shock alters the playbook for how brands should act.

Why it matters

The election and what came after it, mean that brands can’t operate completely independently from politics, and must learn to communicate in a tense climate; for some this will mean being a source of consistency and comfort.

Takeaways

• The riot may have proved...