One-third of Americans have stopped using a brand as a direct result of a scandal, according to new research from YouGov. Politics emerges as the top offender, with 51% of brand boycotters saying they’ve stopped using a brand due to its support for a politician, party, or movement that the boycotter did not support.
That puts brands in a bind, as they’re increasingly being asked to step into the fray and take positions on societal issues. At the same time, people generally disapprove of brands talking about politics on social media, and there are mixed feelings about the extent to which companies should weigh in on hot-button issues. Obviously, there are risks to doing so…
Concerns with company products can also lead to boycotts: among those who reported having stopped using a brand, more than 4 in 10 said it was due to the product having a negative impact on consumers’ health (44%). And 42% said it was because of harm to the environment. CSR issues are particularly important to youth, though two-thirds of US consumers (aged 15 and older) overall agree that brands must be environmentally responsible. Read the rest at MarketingCharts.com.
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