New Niche: The Business of Politics

Written by Sarah Pierce of Entrepreneur.com

For nearly three decades, voter turnout among young Americans steadily declined; it seemed that people under 30 just didn't care about elections or political issues. But the tide started turning in 2004, when voter turnout among 18- to 29-year-olds was higher than any year except 1992.

Current research shows the under-30 generation is paying more attention to politics and elections than ever before -- and this politically savvy group isn't afraid to voice its opinions. Thanks to hot-button issues such as the war in Iraq, global warming and rising gas prices, young voters and activists are not only rocking the vote, they're rocking the businesses that allow them to display their stance on political issues.

"People have become more passionate and emotional about the outcome of the election, and they want to brand themselves as the type of person who supports 'XYZ,'" says Michal Ann Strahilevitz, a professor of marketing at Golden Gate University in San Francisco. "What you're seeing is a mixing of freedom of speech with buying stuff; the new trend is to brand yourself as someone who not only supports a side but is really passionate about the issue." ...