Findings
78% of consumers in 14 countries believe brands engage in political actions.
88% of US consumers feel brands are politically motivated, with 46% thinking half or more brands are involved in politics.
43% of US respondents consider taking a stand on issues as a political act, higher than the global average of 33%.
43% of US consumers see using social platforms that host extremists as political.
Other perceived political actions include hiring influencers with political opinions (35%), encouraging voting (30%), advertising near political news (29%), and working on regulations (27%).
Key Takeaway
Consumers are highly aware of and influenced by the political actions of brands, particularly in the US, where taking a stand on issues is most perceived as political.
Trend
There is an increasing expectation for brands to take a clear stance on societal and political issues.
Consumer Motivation
60% of global respondents make purchasing decisions based on a brand's politics.
54% of US consumers are influenced by brand politics in their buying choices.
71% believe brands should take a position on controversial issues.
Driving Trend
Growing consumer awareness and activism.
Increased scrutiny of brand actions on social and political matters.
Higher expectations for transparency and consistency in brand values.
Who the Article is Referring To
Respondents: 15,000 consumers from 14 countries.
US Consumers: Notably more likely to view brands as political.
Age Groups: Strongest sentiments from younger consumers, specifically ages 18-27 and 28-43.
Description of Consumers, Product or Service
Consumers: Globally aware, socially and politically conscious individuals.
Products/Services: Any consumer-facing brands engaging in societal issues.
Conclusions
Brands are perceived as political entities, especially in the US, where consumer expectations for corporate political engagement are highest.
Implications for Brands
Authenticity and Consistency: Brands need to align their actions with their stated values.
Communication: Transparent messaging about societal efforts is crucial, especially for younger demographics.
Resilience: Brands should maintain their stance to avoid losing consumer trust.
Implications for Society
Brands play a significant role in societal and political discourse.
There is a higher demand for corporate accountability and transparency.
Consumer activism is shaping corporate behaviors and strategies.
Big Trend Implied
The increasing intertwining of corporate actions with political and societal issues is reshaping consumer-brand relationships, driving brands to adopt more pronounced and transparent stances on various matters.
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