A major multinational survey of more than 25,000 consumers and corporate decision-makers in eight countries, including Australia, has found that consumers expect brands to help bring stability in the current volatile global environment and take a stand on important issues such as climate change, data privacy and corporate behaviour. You can read the study in full here.
Eighty-three per cent of the respondents to The Brands in Motion 2019 survey by integrated communications firm WE say brands could play a greater role in providing stability, and 74 per cent say brands should take a stand on important issues.
Aussie tech billionaire Mike Cannon-Brookes of Atlassian is urging his workforce to join a global strike for action on climate change on Friday this week is a good example of what consumers expect. Over 1,500 companies are now part of the “This is not business as usual” campaign to do more on climate change.
The WE study reinforces the recent CEDA survey finding that Australians want big businesses to speak up on social and environmental issues.
The WE study is especially pertinent given public reaction in Australia to the poor corporate practices exposed by the banking royal commission, the state of aged care, the exploitation of hospitality workers, and broadcaster Alan Jones’s remarks about New Zealand Prime Minister Jacinda Ardern.
Sentiment towards technology is a focus of the Brands in Motion survey. Most people believe that technology is beneficial, but many also believe that change is happening too fast, that technology and change are limiting their interactions with other humans and is adversely affecting their health.
Consumers also want more environmentally friendly and sustainable products and services, and want brands to be involved in improving local communities and tackling global environmental issues.
The study, which is in its third year and has surveyed nearly 80,000 respondents and is a fascinating look into the consumer mindset and has implications for all companies.