Tilt[ed.6, 2026]
If you’ve heard me talk about politics in the last 12 months, there’s a chance you’ve heard me mention the ‘low-consideration voter’. It’s a concept that underpins our entire Build a Ballot strategy and has fundamentally altered the way I view politics.
The idea itself belongs to my (incredibly smart) best friend, Bridget, who is a brand marketer with experience at some of the biggest companies in the world and (like me) an obsession with politics. For this week’s Tilt[ed], I’ve managed to convince her to write about her ‘low consideration’ hypothesis so that you can hear it in her words (not mine) - enjoy!
Voters Aren’t Low-Information. Voting Is Low-Consideration.
Bridget Taylor
Early last year I took some time off work. About two days in, I realised that rest and relaxation was not for me, and if left unsupervised I will find something to do. So naturally I found myself volunteering across a number of election-related projects. I've spent my career in marketing - and while I've been a big consumer of political news, I'd never seen it up close.
My main takeaway? Many strategists, candidates and commentators fundamentally misunderstand why people vote the way they do.