Should brands take a stand on social issues?

Until recently, brands tried to be neutral. But in this era of increasing political polarization, the emerging trend is for brands to take a stand (think Nike, Gillette).  And sometimes they are perceived by the public as taking a stand without ever having thought about it, such as in their media buy.

If you have had a chance to take a look at my book Marketing Landmines:  The Next Generation of Emotional Branding, you know that talk about the various campaigns. Sometimes they work, sometimes they don’t.

But what do you think?  Should brands take a stand?  I want to know what Insight professionals think.

At my booth at the recent #QuirksEvent2019, I included a survey to ask attendees their opinion on this issue.   My intent was to write this blog post about the attitudes about this issue.  But I need more responses in order for the results to be statistically stable (yes, I am a Market Research geek!)

Please, if you haven’t completed the survey yet, please do so.  It’s only 6 or 7 questions, but it might take a little bit of time to answer because it will make you think.  And pass it on to your colleagues in the market research field, let’s get that sample size up!  I promise to let you know what the results are.

As always, I love to hear what you think – about the ideas in the book, about the survey, or anything else.  Please email me to start the conversation.

Your guide to the world of Ethical Frames,
Karen

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