Post by account_disabled on Dec 20, 2023 16:27:05 GMT 7
The so-called brand activism seems to have come to stay and plant its seeds in the field of marketing and advertising (where it is ready to sprout multiple green shoots ). And it seems that the consumer generally approves this new trend. According to a recent study carried out in the United States by Piplsay , 49% of consumers view brand activism positively , while 17% view it with critical eyes and 34% adopt a neutral position. In his report, Piplsay put the activism of brands such as PepsiCo, Procter & Gamble, Mars and Hasbro under the microscope , which have gone so far as to change the logos and names of their products with the ultimate goal of solving problems such as racism and gender inequality. Even so, 31% of consumers accuse brands that have dipped their teeth into activism in recent times of cashing in by jumping on the bandwagon of a cultural war.
More optimistic is 31% of consumers, who believe that brand activism can effectively translate into real changes . 17% feel, however, that there are no real transformations overlapping brand Phone Number List activism. And 21% don't really know what to think about it. Brand activism changes consumer behavior In any case, 58% of consumers confess that brand activism has directly impacted their purchasing behavior and the impression they form of specific companies. Since the Black Lives Matter movement was resurrected with more vigor than ever last summer, 38% of consumers admit that they have higher expectations of brands. 31% say that such expectations have not changed and 22% say they have no expectations in relation to brands. In a previous report carried out last summer by Pipslay, 65% of consumers said that brands should step up and fight racism (suggesting there was room for improvement in this particular area).
31% of consumers remember, on the other hand, PepsiCo's decision to rename the Aunt Jemina brand and rename it Pearl Milling Company . Many consumers are equally familiar with Hasbro's recent decision to remove gender labels from the Mr. Potato brand (renamed simply Potato). Less well known to consumers are the changes implemented in recent months by brands such as Uncle Ben's (10%), Land O Lakes (9%) and Mrs. Butterworth's (8%). Consumer perception of brand activism is far from uniform That such changes have made relatively little impact on consumer memory is in line with data from research undertaken last summer by Piplsay: 61% of consumers were not 100% convinced that eliminating pets and racist names from brands would actually have a real impact. Piplsay's report also reveals more than notable differences from the point of view of gender and age when judging brand activism.
More optimistic is 31% of consumers, who believe that brand activism can effectively translate into real changes . 17% feel, however, that there are no real transformations overlapping brand Phone Number List activism. And 21% don't really know what to think about it. Brand activism changes consumer behavior In any case, 58% of consumers confess that brand activism has directly impacted their purchasing behavior and the impression they form of specific companies. Since the Black Lives Matter movement was resurrected with more vigor than ever last summer, 38% of consumers admit that they have higher expectations of brands. 31% say that such expectations have not changed and 22% say they have no expectations in relation to brands. In a previous report carried out last summer by Pipslay, 65% of consumers said that brands should step up and fight racism (suggesting there was room for improvement in this particular area).
31% of consumers remember, on the other hand, PepsiCo's decision to rename the Aunt Jemina brand and rename it Pearl Milling Company . Many consumers are equally familiar with Hasbro's recent decision to remove gender labels from the Mr. Potato brand (renamed simply Potato). Less well known to consumers are the changes implemented in recent months by brands such as Uncle Ben's (10%), Land O Lakes (9%) and Mrs. Butterworth's (8%). Consumer perception of brand activism is far from uniform That such changes have made relatively little impact on consumer memory is in line with data from research undertaken last summer by Piplsay: 61% of consumers were not 100% convinced that eliminating pets and racist names from brands would actually have a real impact. Piplsay's report also reveals more than notable differences from the point of view of gender and age when judging brand activism.