Despite facing criticism from some consumers who say Chick-fil-A is homophobic, customers flock to … [+]
American consumers do and don’t want companies to extol their social values.
That’s the confusing and contradictory message from two new surveys on consumer preferences and trust. It highlights the high-wire act that businesses must perform in an increasingly polarized political and social climate.
On one hand, the 20th annual Edelman Trust Barometer found a strong desire by consumers for companies to produce more than profits and products. Along with a growing general distrust of capitalism, Edelman’s online poll of 34,000 adults from around the globe found “nearly two-thirds of consumers identifying themselves as belief-driven buyers.” This includes American consumers.
“Business has leapt into the void left by populist and partisan government,” Edelman, the international communications firm, said Sunday in issuing this year’s report. “It can no longer be business as usual, with an exclusive focus on shareholder returns.”
Nearly two-thirds of respondents surveyed for in the latest Edelman Trust Barometer said they are … [+]
“Not so fast” was basically the message of a poll released two days later by public relations trade publication PRWeek and Morning Consult, a data-gathering and research firm.
“Time for brands to hold their tongue on (some) hot topics” was the headline of the news release announcing the firms’ first Consumer Purpose Survey. The survey covered 2,201 adults in the United States.
The Consumer Purpose Survey found, “53 percent of respondents said brands should avoid getting involved in political or cultural issues. Fewer than half of those surveyed, 44 percent, said they care about the stance of brands from which they purchase products.”
While the headlines of the two polls may be conflicting, digging into the details shows not such a great difference in the findings.
Edelman pointed back to its June 2019 special report that said brand trust is now an “essential buying consideration” for most consumers but only one in five could cite brands they use that “keep the best interests of society in mind.” Last year’s report also noted that more than half of the consumers said, “Too many brands are using societal issues as a marketing ploy.” The practice is sometimes referred to as “trustwashing.”
So, Edelman’s data shows consumer sentiment and actions on this issue are far from universal.
On the other hand, the PRWeek/Morning Consult report showed more than half of consumers said they want companies to have a mission beyond making a profit.
Their poll also found a sizable number of consumers – one in three – said they stopped buying products as a result of a brand stance. Liberals (47 percent), high earners (43 percent) and Baby Boomers (39 percent) were the most likely groups to boycott.
Ice cream maker Ben & Jerry’s is often extolled for its stance on social issues — a selling point … [+]
And, more than a quarter of younger consumers – ages 18-29—said they spent money to support a brand because of the company’s social or political stance.
“There is a terrific amount of variation and support for brands taking positions on different issues,” said Kyle Dropp, Morning Consult co-founder and chief research officer.
The Consumer Purpose Survey identified some topics and values that are safer for brands to exhort. Consumers are most likely to support companies the promote equal pay (74 percent), healthcare access (71 percent) and the environment (70 percent).
Companies that want to promote other topics face a risk of consumer backlash. This includes speaking out about police brutality. Only one-third of the respondents would have a positive view of that. And large numbers would oppose companies speaking out about President Trump (41 percent) and the border wall between the United States and Mexico (37 percent).
The two polls agreed that if a company is to take a stance, authenticity is key.
“Trust today is granted on two distinct attributes: competence (delivering on promises) and ethical behavior (doing the right thing and working to improve society),” Edelman said. “It is no longer only a matter of what you do – it’s also how you do it.”
And, PRWeek/Constant Contact identified at least part of the reason for the dissonance between what some consumers say they want from companies and where they spend their money.
“Consumers will be willing to forgive companies that take a stance they might be opposed to if the company is doing it in a way that seems authentic,” said Constant Contact’s Dropp.
The bottom-line message for businesses from the two surveys is that if you want to take a stand you cannot “trustwash.” It needs to be a true core belief. You may gain some customers and you may lose some but attempting to gain customers should not be the reason you do it.
