MERCADEO Versión en español
New 4A’s Survey Finds Consumer Acceptance On Social Brands
Liz Unamo| 25 de mayo de 2017
Alison Fahey, CMO de 4As
The 4A’s, the leading trade association representing the advertising agency business, revealed findings from two surveys monitoring consumers’ and ad agency professionals’ beliefs about brands taking political or social stances.Two-thirds of agency professionals (67%) believe that changing American values is causing brands to become more interested in corporate responsibility and values-based marketing. Agency respondents saw a distinction in brands taking political stances versus social ones: 33% believe brands are more afraid to take a political stance than a social one (14%); likewise, they are more compelled to take a social stance (26%) than a political one (7%).“Consumers are not looking to brands to take a position on political or social issues. In fact, there’s typically more risk than benefit” said Alison Fahey, CMO of the 4A’s. “Brands taking a negative approach risk backlash, and only a small percentage of consumers are moved to buy from positive messaging.”
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