
Episode 29: Demure or Brat? Consumerism, Politics, and the Changing Landscape of Voter Influence
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In this episode of Elevated Thoughts, Mike, John, and I explore a fascinating topic that blends pop culture, politics, and consumerism. We kicked things off by diving into the cultural phenomenon of “demure vs. brat,” which, at first glance, seems like a trend on social media but ties into much deeper societal behaviors.
John explained how these terms have become synonymous with a growing movement of self-expression, particularly among younger generations. Demure, which traditionally means modest and shy, is being co-opted into a kind of faux-elegance, while “brat summer” encourages unapologetic behavior. Ironically, it’s all about perception, not substance—a fitting metaphor for today’s political landscape. We connected this discussion to how these trends are influencing the way people, particularly younger voters, engage with politics today. It’s all about vibes and personal brands, with policy often taking a backseat.
Kamala’s Campaign: Demure or Brat?
From there, we transitioned into the topic of Kamala Harris’s campaign and the ongoing messaging shift within the Democratic Party. As Mike pointed out, Kamala’s campaign is being described as “joyful,” a stark contrast to traditional political campaigns, which usually focus on serious policy issues. Instead, the Democrats seem to be pushing a feel-good narrative, tapping into a consumerist mindset where image and emotion dominate over detailed policy discussions. It’s a strategy that works in a society where personal brands and social media engagement rule.
This led us to a broader conversation about how political candidates are now, more than ever, shaped by their public persona rather than their policy stances. We discussed how voters are increasingly choosing candidates based on their “brand” rather than their ideas, a shift underscored by a recent Pew Research study that found 62% of voters base their decisions on brand image, up from 45% in 2010. Kamala’s attempt to distance herself from Biden’s record while embodying a joyful, demure persona could be part of this larger trend.
Consumerism in Politics: The New Norm
As John so aptly put it, 2024 might be the first election ever decided by consumerism. We live in a hyper-consumerist society where attention spans are shrinking, and purchasing decisions are increasingly political. Whether it’s buying a product or choosing a candidate, everything is “coded.” People express their political preferences through what they buy, wear, and post online. As John mentioned, consumerism is now ruling not just politics but also social interactions and family dynamics.
Mike brought up an interesting comparison to the 2016 election, where emotions played a huge role, and the 2020 election, which was marked by chaos. But 2024? It’s all about vibes. Candidates like Kamala Harris and Donald Trump are banking on their personal brands to carry them through the election, with actual policy taking a backseat. As Mike pointed out, Trump’s campaign has released a detailed policy document, yet the media and public discourse often focus more on his persona than his policies.
The Future of Political Influence
We ended the episode by discussing what this means for the future of politics. If consumerism continues to dominate, will policy even matter anymore? John thinks that as long as candidates can “ride the wave” of social trends and personal branding, they’ll be successful. And with the 2024 election shaping up to be a contest of vibes over substance, it’s hard to argue with him.
As we wrapped up, the overarching theme became clear: we’re no longer just choosing leaders based on their policies, but on the persona they project. Whether it’s Kamala’s “joyful” campaign or Trump’s larger-than-life image, the lines between politics and consumerism are blurring more and more.