A Marketer's Take On The US Election Results

The word unprecedented has been getting a workout this year, but there are a few important instances from the US election that are worth calling out, both for their historical significance and for what we can learn as business leaders.

IMAGE SOURCE: CHATELAINE.COM

1. The first Black woman was voted into the White House.
   Let's start by celebrating what a historic milestone that is, recognizing how overdue it is, and being optimistic that this is one step in a much larger journey. It's also a big deal because, as recent studies have shown, countries with women in leadership roles have fared better through the pandemic, and companies with female representation in the board room produce better returns. The point of the studies is not that anyone should hang a No boys allowed sign on the board room, but that (and this should be obvious by now) diversity of thought, experience, and gender produce better outcomes.
2. The White House is going to look more like a typical American home than ever.
   The people closest to the decisions being made that affect us all are now more representative than ever. Kamala comes from Black and Indian parents, and her husband is Jewish (he'll also be the first ever Second Gentleman). The Biden family has children with Italian and Irish backgrounds, a son who's battled addiction, and a mom and First Lady (Dr. Jill Biden) who's a teacher.
3. Community marketing works.
   A lot of the credit for the record voter turnout in this year's election goes to the people closest to their communities, like Stacey Abrams. No advertising campaign, no matter the budget, could have the type of direct impact that she was able to create by working within the communities to get people signed up to vote.

Written by Conner Galway, Junction Consulting