Brands

Big brands blasted on campaign trail

Illustration: Aïda Amer/Axios

Democratic candidates are taking shots at big companies on the campaign trail, testing which messages resonate with voters and creating adversaries out of legacy companies that don't have much political wiggle room to fight back.

Why it matters: There's more pressure on companies to stand for social policies today than ever before. But unlike candidates, brands risk losing trust if they hit back too hard on certain issues, which is why they tend to respond more slowly. More progressive candidates are taking advantage of that dynamic this cycle.

Iconic brands lose their luster

Illustration: Aïda Amer

From Oscar Mayer and Campbell's to Clairol and CoverGirl, some of America's most famous supermarket and drug store brands are losing market share as consumers' tastes and shopping habits change.

Why it matters: The challenges facing well-loved brands reflect shifts that aren't likely to swing back in their favor. As older companies scramble to keep up with upstart competitors, they are introducing more modern product lines, like ones with plant-based ingredients.