Study: 58% Of Customers Say Brands That Are Too Political Or Socially Aware Are A “Turn Off”

Study: 58% Of Customers Say Brands That Are Too Political Or Socially Aware Are A “Turn Off”
SHARE
THIS



A new US study by the advertising trade association 4A’s found that that while a lot of brands are interested in promoting social or political issues, consumers actually find the idea a turn-off.

According to the study – that obviously reflects the US advertising market – 67 per cent of agencies surveyed for the study believed that values-based marketing was becoming increasingly important. However, respondents agreed that it was easier to take a social stance over a political one.

In contrast to that, 4A’s found that 58 per cent of actual consumers dislike it when brands are overly political. Further, consumers are more likely to avoid brands that take a negative position (ie. those that are perceived to be racist, anti-LGBTQ or sexist) than to support those that take a positive position (ie. those that are perceived to be inclusive, pro-LGBTQ or feminist).

The study also found since Trump’s election late last year, 57 per cent cited that understanding the demographics and values of a brand’s customers is more important than ever. Other findings included:

  • 34 per cent of respondents have counselled or required that more diverse perspectives were needed in creative or planning
  • 30 per cent of respondents have counselled clients to avoid engaging with controversial sociopolitical issues
  • 25 per cent of respondents havecounselled clients to align with sociopolitical issues authentic to the brand
  • 24 per cent of respondents have considered sociopolitical issues in media buys

When it comes to political endorsements of brands, more than half of US consumers (51 per cent) reported that Trump’s policies have made companies and brands more vocal and inclined to take action; however, his endorsements are not impacting their purchasing decisions.

When the President gives a product a positive endorsement, almost a quarter of consumers (22 per cent) say they are less likely to purchase the product.

Regardless of whether Trumps tweeted a positive or negative endorsement, about three-quarters (74 per cent)  said it had no impact on their purchasing decisions.

Commenting on the findings, 4A’s CMO Alison Fahey said: “Consumers are not looking to brands to take a position on political or social issues. In fact, there’s typically more risk than benefit.

“Brands taking a negative approach risk backlash, and only a small percentage of consumers are moved to buy from positive messaging.”

Latest News

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Shining The Light On Classic Out Of Home For Impact And Engagement
  • Advertising
  • Media

Shining The Light On Classic Out Of Home For Impact And Engagement

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]

Media i Awards 2018 Winners Announced
  • Media

Media i Awards 2018 Winners Announced

The Media i Awards, recognising media sales excellence, were announced last night at a sold-out awards ceremony in Sydney. Voted by peers, the Media i Awards acknowledge the important role media sales representatives play in the continual pursuit of media advertising excellence. Introduced in 2011, the Media i Awards are the only awards dedicated to […]