Making amends

Usually, the trend community is inclined to focus on major shifts which will have long-term implications. Sometimes, though, smaller transitions are worthy of consideration, because they are so predictable and actionable. An example: The Re-United States.

Almost every trend is a simple matter of cause and effect, and this one is no different. Right now, candidates are spending millions of dollars point out how they are different from the others in the race for President. Even members of the same family can disagree on who is best suited to lead the free world.

Regardless of your party preference or candidate of choice, we can all agree on this: Things can get a little nasty. And this generally hostile exchange will only escalate between now and Election Day. (A wise man once told me that, “Democracy is not perfect, it is only the best political system on the planet.”)

As tense as things will be over the next several months, a period of reconciliation is just as predictable. Soon after the voting is over, political anxiety begins to fade. The “losing party” realizes that it must try to get along with the new Commander In Chief. The constituency—we the people—begin to realize it has been suffering from election fatigue. And conversations begin to refocus on the issues which unite us, rather than those which divide us.

Implications: The post-election period is usually a time of hope, reconciliation and increasing unity. It is the perfect time for products supporting those values to hold a very high profile. Themes that might resonate with consumers might include “American made,” or simply that Norman Rockwell-ian image of “a traditional American family, gathered around the table for a meal at home.” This sense of unity is further reinforced by the holidays which commence at Veterans Day in early November, through New Years and even up to the inauguration.

Mike Anderson