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Study: Consumers follow brand promises on fighting racism and hatred
49% of consumers appreciate brands making efforts to fight racism, hatred and misinformation; 28% believe that brands should lead the effort to fight racism, hatred and misinformation, research by the 4A's shows
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With over 1,000 advertisers pausing ads from social media from the month of July to support the Stop hate For Profit campaign, 4A's surveyed consumers using a real-time market research platform,to learn consumer perception on the advertising pause, as well as the importance of brand values in the path to purchase.
Of those familiar with the ad pause linked to the Stop Hate For Profit campaing (37%):
- The majority of respondents (49%) appreciate brands are making an effort to fight racism, hatred, and misinformation
- Nearly one-third (28%) think brands should lead such efforts
- 47% became more supportive of brands that responded to Black Lives Matter, and 28% said they will stop buying a brand due to their Black Lives Matter response
- 91% said that brand values are important when deciding what brands to buy, with almost half (48%) making a conscious effort to purchase brands that align with their personal value
For more information on the research click here.