From T-Shirts to Influence: The Role of Campaign Merchandise in Elections

How does branded political merchandise shape the way Americans connect with their chosen candidates? In this episode, we’re joined by Rob Mobsby from EverythingBranded, a global hub for high-quality, tangible marketing solutions, to explore the insights from their 2024 Political Merchandise Report. From the enduring appeal of campaign swag to its surprising impact on voter behavior, this conversation dives into the world of branded merch as a powerful communication tool in both politics and marketing.

Rob unpacks fascinating data from the report, including the finding that 36% of Americans have purchased or plan to buy political merch to support their candidate, with a striking 77% proudly wearing it to influence others. We discuss how these items, ranging from t-shirts and hats to bumper stickers and pins, transcend election cycles, with many people holding onto them for years, regardless of the outcome. The report also highlights how Democrats and Republicans embrace merchandise differently, with wearables proving to be the top choice across party lines.

Beyond politics, Rob sheds light on the broader influence of branded merchandise in advertising. With 63% of consumers more likely to engage with a business they see on a friend’s branded item compared to digital ads or social media posts, it’s clear that physical marketing tools remain a cornerstone of effective campaigns. He also delves into the human connection fostered by these tangible items, especially in a post-COVID era where people crave belonging and shared identity.

We also explore EverythingBranded’s commitment to political neutrality, its approach to product customization, and how the company uses AI and data-driven strategies to enhance customer experiences. Whether it’s for businesses or political campaigns, branded merchandise continues to demonstrate its unmatched ability to create long-lasting impressions.

How do you think branded merchandise will evolve in the years ahead? Share your thoughts after listening!