What can they do?
According to research by GWI among 20,428 internet users aged 16-64 in 21 markets, 84% want brands to take action. While 32% accept that it may depend on the circumstances involved, there’s a hard core of 24% who think brands should always take action and make their views known.
The insights show consumers value meaningful responses (43%) and practical help (40%) over ending investments (around 33%) or public statements (27%).
Key findings
- Consumers value charitable acts by brands above all else: donating goods (43%) or offering services to those in need (40%) are seen as more important than monetary donations (35%).
- Consumers just want brands to get involved and are not too concerned about the existence of strong brand values (cited by 31%) or whether a brand is operating in a relevant industry (27%).
- Expectation of brands taking action correlates with age: 60% of 16-24s think brands should take action, compared to 51% of 55-64s.
- In most countries, the main consumer responses to conflict are to cut personal spending (33%), to look for brands supporting the cause (31%), and to donate goods (31%) and money (30%) to charity.
- Over a quarter (26%) have stopped buying from a brand that is not supporting the cause – showing brand responses are top of mind for consumers.
Source: warc.com
