Public likes brands that support

The British public is more positive to brands taking a stance on ESG (86 per cent) and animal rights (77 per cent) than on gender equality (64 per cent) or LGBT+ issues (56 per cent), according to a YouGov survey. But more people think they should take a stance in all instances.

One in three consumers aged from 18 to 44 say that a brand’s values on social and political issues are something they monitor when making a purchase (33 per cent of 18 to 34-year-olds and 35 per cent of 35 to 44-year-olds), whilst 18 to 24-year-olds more interested in policy change than LGBT+ friendly marketing with 41 per cent of people would feel more positively about a brand which openly supports LGBT+ rights issues, rising to 50 per cent among 25 to 34-year-olds and 63 per cent of 18 to 24-year-olds.

There is a gender difference, with men ten percentage points less likely than women to say they would feel more positively towards the brand on average (35 per cent versus 45 per cent).

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