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If you do not display the embedded video correctly, click here .In activism, the “flips” of brands are not valid (even if the consumer punishes them with their anger) Esther Lastra Written by Esther Lastra August 15, 2023 at 9:50 SHARE Twitter More than half of consumers believe that brands should remain faithful to their activism (even if it means angering the customer).

Flag of activism but since embracing

More and more brands are raising the flag industry email list of activism, but since embracing certain causes often plants the seeds of anger in the consumer, some brands ( Bud Light, for example ) choose to renounce the values ​​of which they were previously champions . Denying optimism is, however, not a good option and does more harm than good to brands.

Which they were previously champions

This is concluded by a recent report BT Lists carried out in the United States by Ipsos . More than half of the consumers consulted by Ipsos believe. That brands should invariably remain faithful to their activism . Even if the causes they champion anger their own customers. 32% agree that brands should not abjure their values ​​and 21% strongly agree.

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