The U.S. is going through a tough period. A surge in deaths from the Delta variant of Covid-19 and the politicization of solutions, an economy waiting to recover fully, and a growing exasperation and desire to return to normalcy. Behind all of this is the continued reluctance by so many Americans to get vaccinated, falling short of the necessary “herd immunity” levels (i.e. over 70%, only 61% of adults are vaccinated now) needed to conquer Covid-19. A key reason for this shortfall is the effective branding and marketing by anti-vaccine groups, especially in the South. They have smartly focused on a powerful and emotional brand promise of “individual freedom”, unfortunately supported by outrageous misinformation.
Positioning a brand starts with defining your target audience and ideally their passions. Anti-vaccine groups have recognized a dominant, obsessive value ingrained in our culture, especially among less educated white evangelical Protestants in rural America – the right of individual freedom of choice. This concept of personal freedom dates back to the Protestant Ethic philosophy originating in Europe, and has evolved as a deep source of pride that has empowered many Americans since its founding. As one consumer in South Dakota expressed it – “this here is Cowboy country. You simply don’t tell a Cowboy what to do”.
The Impact of Individual Freedom of Choice
This promise of preserving one’s freedom of choice has become the “hot button” core of the anti-vaccine brand positioning. It is powerful because it is so emotional. Neurologists have proven that decision making is dominated by the unconscious or emotional part of the brain, so any brand promise that is so passionate will result in steadfast behavior patterns. Using this focus on freedom, anti-vaccine groups have extended its cause to cover parents’ choice to vaccinate their kids, mask wearing, anti-mandates, lockdowns, and questionable medical rights.
This concept of individual freedom resonates strongly with most conservatives (almost 40% of Republicans are still hesitant to get vaccinated, source: PRRI survey, June 2021). The ubiquitous rationale supporting this idea are the toxic claims for all the risks and side effects associated with vaccinations. But the reality is that all this is misinformation, spread on social media (e.g. Facebook) and by public figures like Tucker Carlson on Fox News and many politicians. Some examples:
- Claims that these vaccines don’t work and are not safe – totally unproven
- The Covid-19 vaccines contain microchips for government tracking
- They contain metals (e.g. aluminum) and other toxic ingredients
- Vaccines have caused widespread death and disease, including celebrities like Hank Aaron
- They can alter your DNA, stunt fertility and disrupt pregnancies.
- Vaccines can cause autism.
The Fallacy of this Freedom Branding
The trouble with this branding proposition and its focus on individual freedom of choice is that the pandemic is not just an individual problem; it is a social or communal risk. These anti-vaxxers strongly believe it is their right only, and they don’t acknowledge the harmful danger of spreading Covid-19 to others. They also don’t accept the scientific facts such as the obvious conclusions from so many hospitalizations (98%) today with unvaccinated people.
The marketing momentum behind this smart branding is indeed impressive, with anti-vaccine rallies, new PACs like “Texans Vaccine Choice” and various groups aligning with Tea Party-type Republicans.
However there is a growing frustration with these anti-vaccine people, particularly among those who have been affected economically. They see the unvaccinated Americans as selfishly endangering others and holding the country back. One real estate agent who had to skip vacations said “people think it’s their God-given right to put everybody else’s health at risk”.
Others cite the hypocrisy of this anti-vaccine movement, referring to the fact that every state has mandated vaccines for other crippling diseases like smallpox, the measles and mumps. This inconsistency is further reinforced when southern states like Mississippi even have laws barring parents from claiming “religious, philosophical or conscientious” exemptions.
The sustainability of this anti-vaccine movement will depend somewhat on the various mandates recently introduced and the emerging lawsuits. From a branding perspective, two pivotal issues will determine its success: whether enough anti-vaxxers can be convinced that their right to choose is more than an individual preference and how it endangers so many others (i.e. it is really a community based right), and also whether social media and politicians can be held accountable for all this misinformation
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