According to Ipsos research, nearly all Americans want to see significant change in the world when it comes to sustainability and equitability. And American consumers would like to see brands representing this change. But what does that mean on a practical level for brands—especially ones who are having trouble translating allyship into concrete action?
In 2020, racial equality emerged as one of the most important social values to consumers in the United States. As a result, it is critical that brands build trust in this regard. Over half (54%) of consumers expect brands to take a stand on equality issues, particularly among young (18–34, 65%), Hispanic (64%) and Black (62%) consumers.
It is key for brands to deliver on what they communicate, but the first step is to get the communication right. But how?
- Communicate authentically to avoid getting lost in a sea of generic messages.
- Integrate cultural fluency into your branding, represent all people in advertising and avoid stereotypes.
- Weigh the risks of taking a stance, but don’t ignore the risk of not taking one.
Download our latest paper for detailed insights from our research and tips to inform your strategies.
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[WEBINAR] How Public Opinion Insights Propel External Communications
Join Ipsos and our guest speaker, Elizabeth Walton, Director of Market Insights with Freddie Mac, who will share their experience using a combination of national and targeted surveys to develop a point of view, and provide leadership with key data points for decision making and external communications.
[WEBINAR] Looking Ahead to the 2021 Holiday Shopping Season
Join us for a complimentary webinar featuring new research insights from our Ipsos U.S. syndicated online community to provide a glimpse into how shoppers are adapting to the evolving post-pandemic retail landscape today, and how they are planning ahead for Black Friday and beyond.