After the riot: How brands can respond to an ever-changing US political climate

Anita Schillhorn

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

This article is part of the January 2021 US Spotlight series, “Marketing in a polarized nation.” Read more

I got the assignment to write this article in mid-December 2020. Vaccine rollouts had begun, and social feeds were full of hopeful images of medical workers getting shots in their arms. In spite of ongoing legal attempts to question the presidential

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