A recent study examining how young people interpret political brands through the context of brand image, has found there is little differentiation, identification and connection between young voters and politicians.
The study from Dr Christopher Pich, Associate Professor in Marketing at Nottingham University Business School, and recently published in Qualitative Marketing Research: An International Journal, examined the perception, attitudes and opinions (conceptualised as 'brand image') which young people associate with political brands, specifically within the context of Guernsey.
Brand image remains a hazy construct with very few frameworks dedicated to understanding the process of uncovering how these impressions and perceptions form. Political branding is one setting that has received some attention, however, research has focused on 'party' political brands and neglected 'non-party' brands (independent candidates).
Guernsey – one of the Channel Islands in the English Channel near the French coast – is a self-governing British Crown dependency, and therefore served as an appropriate context for the study due to the lack of exploration previously within the area of independent candidates.
The research demonstrates that young people are truly interested in political issues such as climate change, employment, housing and education to name but a few. However, young people often feel disconnected and disillusioned with the electoral process as they believe policy makers don't care about their wants and needs. Policy makers and civil servants need a long-term approach to remove barriers to young voter engagement and ensure they build authentic relationships with young people, which in turn will have a positive impact on engagement."
Up until 2020, Guernsey had no political parties and politicians were independent and campaigned as individuals without the support and resources of the 'party machine.' However, ahead of the 2020 General Election three new political parties were formed – the Alliance Party Guernsey, the Guernsey Party, and the Guernsey Party of Independents. But these new political parties failed to make a breakthrough at the 2020 General Election and independent politicians continue to dominate the political landscape in Guernsey.
By identifying the lack of brand image within this context, Dr Pich's study uncovered a series of opportunities for strategists, such as the desire for a younger generational view and younger representation in the Guernsey Parliament, along with the need for greater clarity, distinction and authenticity. However, the issue of young voter disengagement is a topical issue and not restricted to Guernsey, as other jurisdictions such as Jersey and the UK face similar challenges.
The study concludes by presenting the 'consumer brand image schema' – a systematic framework which can be used by practitioners and policy makers to uncover brand image within and beyond the setting of politics. Further, the framework operationalises the complex concept of brand image and provides a three-stage process to examine and develop it, enabling strategists to develop targeted approaches and adopt appropriate tactics, and ensuring brands are differentiated and interpreted as authentic, relatable, engaging, accessible and identifiable.
Future Guernsey – a new political 'movement' which launched on the island at the end of November, ahead of its General Election in June 2025 – referenced Dr Pich's research as a source of information to be drawn upon to amplify their own research findings.
