With the 2026 midterms around the corner, intersecting pressures from economic uncertainty, labor strain, and polarizing topics are heightening corporate scrutiny as candidates leverage voter frustrations.
Gravity Research’s latest report examines how emerging voter priorities—from tariffs and healthcare costs to immigration and AI regulation—are shaping campaign rhetoric and exposing brands to increased reputational risk. Our analysis integrates consumer sentiment data, policy developments, and media trends to identify where political and economic flashpoints are most likely to ignite, and how communications teams can prepare.
Key Findings
Economic uncertainty may heighten policymaker and consumer scrutiny of pricing behavior. Candidates from both parties are expected to amplify voter frustration over high costs, with Democratic contenders focusing on tariff impacts and GOP counterparts emphasizing the labor effects of immigration. Across the board, companies perceived as price gouging or failing to mitigate tariff-related costs could face swift and targeted backlash.
Emerging issues are poised to become defining campaign flashpoints. Candidate rhetoric around AI-related layoffs, immigration enforcement, and healthcare costs could increasingly tie blame to private sector stances. As these topics gain political traction, companies may feel heightened pressure to engage, though doing so could trigger backlash and amplify scrutiny.
Candidates could amplify anti-corporate populist rhetoric. Growing bi-partisan narratives around corporate accountability — such as the GOP-led MAHA movement and progressive “Fighting the Oligarchy” tour — could become central talking points in campaigns. As these narratives gain traction, companies across sectors could face targeted scrutiny, with labor practices, executive pay, and layoffs emerging as key triggers for rapid online backlash.
Looking Ahead
In 2026, brands must anticipate how midterm narratives will reshape stakeholder expectations and reputational exposure. Unifying response strategies, planning around regulatory flashpoints, and grounding non-partisan messaging in economic impact will be key to sustaining credibility through the election cycle.
Download the full report to learn about the top reputational flashpoints brands could face in the upcoming election cycle.
