Most US consumers say it is important for companies to take stands on social/political issues, but most also say corporate activism should revolve around only certain causes and on certain channels, according to recent research from Sprout Social.
The report was based on data from a survey of 1,022 adults age 18 and older in the United States.
Some 24% of respondents say it is very important that brands take stands on social/political issues, and 41% say it is somewhat important that brands take stands on social/political issues.
Some 58% of consumers are receptive to brands' taking social/political stands on social media, and 47% are receptive to brands' taking stands on television.
Only 18% of consumers are receptive to brands' taking social/political stands via billboards, and just 6% are receptive to brands' taking stands via SMS/text messages.
Some 43% of consumers say they would purchase more from a brand that takes social/political stands that they agree with.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji