Political consumers
More than ever, today’s consumers are immersed in
politics. While 2016 began with a groundswell of social
activism widely celebrated online, election victories for
Brexit and Donald Trump shocked much of the world
and exposed social tensions roiling the United States, the
United Kingdom and beyond.
For brands, it’s becoming more difficult to avoid taking a stand—those
that sit on the sidelines risk missing out on important conversations, or
even alienating consumers who seek a better alignment with their values.
Americans are overwhelmingly supportive of brands that take stances
on issues, according to SONAR™: 78% agree that companies should take
action to address the important issues facing society, while 88% agree that
corporations have the power to influence social change.
Why it’s interesting: Consumers will increasingly look to brands to stand
up for certain values. While this may still be a step too far for mainstream
brands, for others it’s simply the logical extension of the often-discussed
strategy of targeting “psychographics” over “demographics”—in other words,
aligning the brand with customers who share a belief system.