Fewer Americans want brands to remain neutral
The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.
Why we asked about brand neutrality: A recent letter from the CEOs of Minnesota-based companies calling for unity landed flatly. And after a recent ANA webinar, where client questions mostly centered on topic of “What should we do in these times?” we thought it was a good time to check in on this battery.
While the Minnesota letter might not have had the reaction the businesses were hoping for, this data shows it’s possibly because the statement didn’t go far enough…
What we found: Since last year, more Americans want brands to take a stand on political issues (56% say they should remain neutral today, vs. 63% last year). That shift is led in a change by men, Democrats and 35- to 54-year-olds.
There’s also an increase in desire for companies to take stands on social media but that’s up among pretty much every demo except Republicans (flat at 19%). Democrats are slightly more likely to punish a brand (62% vs 53% of Republicans) that take a political stance they don’t agree with. But almost no one (just 13%) thinks the government should penalize brands for their political or social actions.
More insights from this wave of the Ipsos Consumer Tracker:
Americans are here for healthy food additives
Americans aren’t buying the benefits of tariffs
Older Americans are working hardest on their health
Ingredients for the perfect food: flavor, quality and affordability
The Ipsos Vibe Check: Here's how Americans feel about the government this week
The Ipsos Care-o-Meter: What does America know about vs. what does America care about?
