The election in the US will have a major impact on the marketing world, according to analysts at eMarketer.
The Joe Biden win will lead to changes reflecting a preference for a more active role by the government in the economy and society.
The initial priorities are to fight the pandemic and to stimulate the economy.
"As part of those early priorities, Biden could include efforts to expand internet access and regulate data privacy, both of which Biden has embraced either in public comments or on his campaign website," says eMarketer.
Expect regulations on consumer data privacy, antitrust enforcement, and algorithmic bias and transparency.
"A federal data privacy law seems inevitable at this point given the various moves by states, including the California Consumer Privacy Act (CCPA)," says the eMarketer analysts.
Advertising spend post election is expected to return to normal levels. While ad spend was high during the election, it was from political parties.
Brands tend to stay out of the market during elections, preferring to sit it out rather than getting buried under the noise.
Advertising Analytics says about $US6.7 billion was spent on advertising in the 2020 US elections.
Activist brands such as Ben & Jerry's generally welcomed the Biden-Harris win.
"The last four years have been unprecedented," says Ben & Jerry’s.
"Donald Trump, his administration, and his enablers sowed the seeds of division while waging an attack on the norms and values that define our democracy.
"He harnessed racism, misogyny, and hate; ignored science and dismissed public health experts; attacked our free press; lied unrelentingly; and actively tried to suppress the vote.
"But the country he tried so hard to divide united in record numbers for our democracy -- an imperfect democracy, but a democracy nonetheless.
"Voter turnout was the highest it’s been in a century. Young voters turned out in record numbers. In casting your votes, you invested in a government that more accurately represents all of its citizens.
"For the first time in our country’s history, we’ve elected a woman, a Black woman, a South-Asian-American woman to the vice presidency. Amid the ongoing struggle to dismantle white supremacy and ensure that every Black life matters, this is a dramatic and important step on our long and unstoppable march toward justice."
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