Whether it is social media, the current activist climate, or some other phenomenon, there is a new emphasis these days on taking a stand. Consumers, it seems, want brands to take a stand as well.
eMarketer reports on a recent survey of U.S. Internet users by Sprout Social in which two-thirds of respondents say they want brands to "take a stand on social and political issues." Issues that led the way in terms of all brands taking a stand were: Human rights (indicated by 58 percent of respondents), labor laws (55 percent), poverty (48 percent), and gender equality (48 percent).
According to Andrew Caravella, VP of strategy and brand engagement for Sprout Social, as quoted in eMarketer: "Respondents said that brands are more credible when taking this kind of public stand when they have a history of speaking out on that topic. We can apply the same bar to assessing CEO credibility. While executives have a unique opportunity to generate goodwill by tackling social issues, they’re also subject to the same level of scrutiny as their company. That is why it's imperative that the brand and its executives align on their values, organizational commitment and public stances."
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