Here’s a report that may raise eyebrows among marketers: it turns out most consumers want brands to make a stand.
Pick a side
The study from Sprout Social canvassed 1000 adults in the US about the role of brands in society.
The data reveals that 66% of consumers want brands to take public stands on social and political issues.
Users were most receptive to brands airing these views on social media. The next most palatable mediums were TV and radio, followed by blogs and brand websites.
SMS ranked at the bottom of this list.
The report found users identified as socially liberal were twice as likely to say taking a stand was more important, compared that those who identified as conservative (36% vs 17%).
So what are brands to do?
Most respondents said making a donation to a relevant group or cause was most the most effective action (39%), followed by Encouraging Followers to Take Action (37%), and Stating a Company’s Official Position (35%).
What are you thoughts on these findings? Let us know in the comments.