Expectations Consumers Have For Brands Taking Social Stands By Generation [CHART]

Chart: Expectations Of Brands Taking Social Stands

Brands are in the political and societal spotlight more these days – sometimes of their own accord, and sometimes not. But to what extent should brands have a voice in societal matters? Youth appear to feel more strongly about this than their older counterparts, according to a recent YouGov survey, which found half of Millennials (18-34) approving of brands taking a public stance on social issues, as opposed to only about one-quarter of Baby Boomers (55+).

Gen Xers (35-54) fall somewhere in between, with 41% believing that it’s fine for brands to take a public stand. A previous study on brands and controversial issues supports these findings, with many younger respondents feeling that brands should stick to their core values.

Of course, this can cost brands customers: most of the respondents (59%) to the YouGov survey reported being very or somewhat likely to boycott a brand if they disagreed with the company’s stance, and two-thirds support boycotts based on political views. Apparently, consumers are truly willing to put their money where their mouths are, as 6 in 10 claimed to have not made a purchase at some point in the past because they didn’t believe in what the company stood for. Read the rest at MarketingCharts.com.

Expectations Consumers Have For Brands Taking Social Stands By Generation [CHART]
4.3 (86.67%) 3 vote[s]