Consumers want deeper social-justice commitments from brands

Racial equality is now the most important social value to consumers in the US and as a result, it is critical that brands build trust.

The author(s)

  • Manuel Garcia-Garcia, PhD Global Lead of Neuroscience, Global Science Organization
  • Barry Wahren Director, US Brand & Creative Excellence
  • Malinda Midkiff Account Manager, US Qualitative Healthcare
  • Elizabeth Espinosa Senior Account Manager, US SIA
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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?

  1. Communicate authentically to avoid getting lost in a sea of generic messages.
  2. Integrate cultural fluency into your branding, represent all people in advertising and avoid stereotypes.
  3. Weigh the risks of taking a stance, but don’t ignore the risk of not taking one.

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The author(s)

  • Manuel Garcia-Garcia, PhD Global Lead of Neuroscience, Global Science Organization
  • Barry Wahren Director, US Brand & Creative Excellence
  • Malinda Midkiff Account Manager, US Qualitative Healthcare
  • Elizabeth Espinosa Senior Account Manager, US SIA

Society