A recent Meyocks survey found that consumers think brands should take a stand on issues important to them and their customers. But the importance of a brand’s stance on issues was different depending on the demographics of the consumer.
Survey results showed that males are slightly more likely to say brands should take a stand on issues important to them and their customers. The results were close with 59% of males and 52% of females agreeing that brands should stake a stand.
The location of the consumer made a difference in how they felt with those living in urban areas feeling the strongest that brands should take a stand on issues. Just over 70% of urban dwellers felt that brands should take a stand, compared to 50% of suburban residents and 52% of rural residents.
Consumers in the western part of the U.S. were more likely than those in other regions to say that brands should take a stand. Approximately 63% of those in the West said that brands should take a stand on issues important to them.
Comparatively, 49% of residents in the Midwest, 56% in the South, and 57% in the North agreed.
There was a clear contrast in survey respondents based on generation when it came to the importance of a brand taking a stand on issues. Almost 82% of Gen Z and 65% of Millennials said that brands should take a stand, compared to just 50% of Gen X and 43% of Baby Boomers.
What Should Brands Do?
While some groups of consumers put more importance on brands taking a stand on issues that are important to them, overall, consumers value brands that are willing to take a stand. Of course, taking a stand involves risks. It requires commitment and a true understanding of one’s customers.
Learn more about mentor branding and what it could mean for your brands strategy.