When it comes to social justice, what role do brands play?
As conflict continues around the world, marketers are left in a challenging position when it comes to creating a brand statement. It is almost impossible to make a completely neutral statement that will satisfy all viewpoints, which is what many brands try to do in an effort to avoid alienating potential customers.
Interestingly, consumer preferences on how brands should engage in social justice movements are evolving in real time as world events unfold.
In 2021, 54% of American consumers expressed that companies should take a stance on social issues. However, according to research from Gallup and Bentley University, some consumers are pushing back on that claim.
According to this year’s Business in Society report, only 41% of Americans now believe brands should take a public stance on social issues. However, it is important to note that the decline in interest in brand advocacy is not true for all demographics. According to the Gallup and Bentley study:
- 53% of shoppers between the ages of 18 and 29 believe brands should take a public stance on current issues (compared to 47% of shoppers between the ages of 30 to 44 and 35% of consumers over 45 )
- 44% of women believe brands should advocate for social issues, compared to 38% of men
- Consumers who identify as Black or Asian (61% of both populations) are more likely to see brands taking a public stance
- 57% of consumers who identify as LGBTQ+ want brands to speak out on social issues
This data suggests that brand advocacy remains important to young people and marginalized groups.
When it comes to social justice, what role do brands play?
Although most consumers want brands to avoid making direct statements on social issues, companies are still seen as key agents of change.
According to Edelman’s 2023 Trust Barometer report, global consumers now trust businesses more than governments. In addition to speaking out about social issues, consumers are looking to companies to make concrete changes that will improve the quality of life for employees and surrounding communities through better distribution of wealth and more transparent sustainability practices.
Brands Navigating Pushback
Earlier this year, Bud Light and Target received backlash over their Pride month campaigns and activations, leading some companies to reduce Pride-related content. It is likely that this trend will continue as the US enters a tense election year in 2024.
While broad statements about social issues by brands and social media may be seen as performative, brands should think about how to proceed with social and political statements while keeping the brand’s core values and target audience in mind. -Must be done wisely and carefully.