Matt Thomson | Homeowners helping Conservatives

While campaigning this week, Prime Minister Stephen Harper was welcomed by Home Hardware employees at the company’s annual tradeshow in St. Jacobs, Ont., where dealers and owners from the chain’s 1,100 outlets took part.

The Conservative party’s proposed permanent home-renovation tax credit made joining forces with the Home Hardware brand an ideal choice. 

Associate Professor Matt Thomson spoke with Maclean’s about how political parties now pay closer attention to marketing trends and blur the line between citizens and consumers.

“Companies entered the era of ‘Big Data’ several years ago, and political parties have now also joined. We have entered the era of citizens as consumers,” said Thomson.