Many studies have proved that this generation of consumers support brands that have similar values with them. They want brands to care about social issues and take a stand for those social issues. Some studies have also stated that this generation of consumers want brands to take a political stand. But a recent study from performance marketing company Fluent says that consumers aren’t sure they want brands to get political.
About the Study
According to the study from Fluent, consumers care most about gun violence, jobs and the economy. But the big surprise with the study is these consumers also say that they aren’t really sure how they feel about brands taking political stands. Almost half of those surveyed across political affiliations and age groups are ambivalent about buying from brands that don’t support their political views. It says that they are uncertain if they will patronize a brand who has different political views from them.
The study also reveals that they’re also not sure whether to switch brands for the same reason. Consumers aren’t sure they will switch to a brand who has similar political views with them. The study also reveals that more than half are uncertain about buying from brands that take political stances at all. These results are very shocking because this generation of consumers are more conscious and intentional with the brands they patronize.
Fluent Speaks on the Study
Jeff Pavelcsyk, industry VP, consumer goods and lifestyle at Fluent spoke about the study. He stated that by taking a consumer-first approach and leveraging customer data to understand the impact of politics in the shopping journey, brands have the potential to gain a deeper understanding of their customers’ beliefs and what issues mean the most to them.
Below is the infographics detailing the results from the study.
Infographic: Consumers Aren’t Sure They Want Brands to Get Political