REPORT

Brand Purpose & Brand Activism

Consumer reaction when brands take a stand

Key Takeaways

  • Understand if consumers think brands should take a stand on social issues
  • Uncover what attributes are associated with Pro-Brand Activist and Anti-Brand Activist consumers
  • Learn the proportion of consumers who have paid a premium or decided not to purchase a brand because they disagreed with a brand’s position

BrandPurpose_LP_Preview

Get the Report

To see how doing good can help you do well
TAKING_ACTION

Understand if consumers think brands should take a stand on social issues

MAP

Uncover what attributes are associated with Pro-Brand Activist and Anti-Brand Activist consumers

BRAND_LOYALTY

Learn the proportion of consumers who have paid a premium or decided not to purchase a brand because they disagreed with a brand’s position

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IT'S TRICKY!

Increasingly brands are challenged to decide whether or not—and how—to become involved in today’s pressing social issues. Some may view this as risky, but it may be equally risky to ignore the large number of consumers who want to see brands take action.

Drawing on the opinions and behavior of more than 29,000 consumers, we build a snapshot mapping the territory that brands need to navigate as they consider the role and impact that Brand Purpose and Brand Activism have on their marketing strategy and business planning.

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REWARD? OR PUNISHMENT!

The ultimate verdict on whether a consumer supports or opposes a brand happens when consumers make their purchase decisions.

We analyze consumer attributes associated with paying a premium for a brand—or deciding not to purchase a brand—because of agreement or disagreement over a brand’s stance on issues that are important consumers.

In a world where consumer feedback loops are rapid, digital and often unrelenting, knowing when and how to take a stand can be a key to brand success.