Same sex marriage, Trump, or trade agreements in Asia – should brands have a say?
According to our latest consumer study, more than half of Aussie consumers make purchasing decisions based on a brand’s social and political stance. This is increasingly prevalent amongst millennial consumers, with 1 in 4 admitting they are less likely to buy from a brand if its socio-political views don’t align with their own.
If brands are interested in engaging with, and making money from, future generations, they need to get off the fence and choose whether or not they will be joining the debate. It’s important for brands to recognise who is impacting the buying decision of their product and tailor their messages accordingly.
To better understand how Aussies consume and purchase, we joined forces with The Digital Edge to conduct a survey of more than 1,500 consumers – exploring their attitude towards brands getting involved in social and political issues.