Be Vocal About Social Issues?
Most consumers want brands to take a stand on social or political issues. As a matter of fact, two-thirds (64 percent) of consumers around the world said that they would buy from a brand or boycott it solely because of its position on a social or political issue (Edelman, 2019).
But that also doesn’t mean that brands should be vocal about matters that they don’t truly believe in. As we’ve mentioned, it’s important to stay realistic and to be transparent. Customers see through brands who are faking their interest in a social concern, and are also keen to follow up on any promises that a brand makes—publicly.
Some brands might see this as a tricky situation, as taking a stand can mean to alienate a certain group of consumers. But in the social era that we’re living in today, they also risk putting themselves in danger if they turn a blind eye to social matters. That’s why in any case, we refer back to our previous statement for the importance of being transparent.