YOUR VOICE, YOUR VOTE
Brands help U.S. consumers vote
With the November midterm elections quickly approaching, Americans all over the country are gearing up to cast their votes. According to the U.S. Census Bureau, youth turnout and registration rates for the 2014 congressional election hit a historic low, with only 23% of eligible voters aged 18 to 34 casting their ballots. These brands are hoping to reverse this trend by creating campaigns that help remove the barriers preventing their consumers and employees from exercising their right to vote, which should resonate with today’s politically charged youth.
Lyft is helping to eliminate the issue of transportation problems prohibiting Americans from voting by offering free or discounted rides on November 6th. The rideshare company will be partnering with the non-profit organizations Voto Latino, the Urban League, and the National Federation of the Blind to give underserved communities free rides to polling stations. It will also be working with organizations such as Vote.org, Nonprofit Vote, and TurboVote to offer 50% off promo codes to additional voters. Riders will also be able to find their polling stations via the Lyft app. Modern youth will appreciate the company’s efforts to provide access to the democratic process.
A new generation of young Americans are now old enough to cast their votes and Snapchat wants to ensure that their voices are heard. By partnering with TurboVote, an online voter registration tool, Snapchat is helping to remove the friction and hassle of mail-in and in-person registration. For users over the age of 18, Snapchat sends a link and notification which takes them to a TurboVote mobile website where they can register. The site hopes to help boost young voter turnout by digitizing voter registration. By launching this initiative, Snapchat is alleviating a pain point in the voting process by making registration easier and more accessible to today’s digital-first youth.
The outdoor clothing and lifestyle brand Patagonia has earned itself a reputation for fostering an employee-first culture and election day is no exception. The company gave its employees a paid day off to vote during the 2016 presidential election and has announced its plan to do so again for midterms. Additionally, Patagonia is using its platform to encourage other companies to join in on the initiative because, in the words of CEO Rose Marcario, “No American should have to choose between a paycheck and fulfilling his or her duty as a citizen.” Patagonia has been outspoken about its efforts to protect public lands and allowing its employees a paid day off to vote aligns with its commitment to the environment and civic responsibility.