Today, everything is political and the public wants to know which sides lean towards the brands they consume. Indeed, according to a survey by Sprout Social, more than 70% of American customers believe it is important for brands to take a stand on major social issues. An upward trend that has grown by 7.6% since 2017!
It’s a big challenge for marketers whose companies want to avoid controversy. Yet consumers want their act of purchase to have meaning. The themes that matter are numerous, but go beyond the purely political framework by tackling above all societal issues. Unsurprisingly, employment and the economy are in the lead at 76%, followed by technological commitment at 74%, the fight against wage inequality at 73%, climate change at 68%, or even discrimination at 65%.
The study also shows that immigration (61%), education and health (61%) and vaccination against Covid (57%) are among the major concerns of the public.
A company’s position is important since it has a direct impact on the purchasing decision of 58% of consumers. For 40% of Americans surveyed, their values and those of the brands they consume must be aligned. This last figure has increased by 74% compared to last year.
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Among employees in direct contact with the public, that is to say communication and social media professionals, the need to take a stand is daily. The study also shows that 66% of them say they are the ones who push leaders to engage on these major issues.
In the eyes of consumers, the company is no longer just a supplier of goods or services. It is an institution that weighs in the balance alongside governments and the media. Moreover, the American public trusts them more than 60%, ie 9% more than the State and 11% more than journalists. Obviously, subjects such as climate change or the Covid-19 pandemic are rarely satisfactory.
Whatever the subject, it is above all a matter of trust. There is no miracle recipe on social networks and more broadly in marketing, but authenticity and transparency are a good start. The position can then be translated in many ways through the creation of appropriate content, a clear positioning vis-à-vis the public or by surrounding yourself with the right influencers.