New Ideas in Marketing
Essential news for marketers, summarised by YouGov

One in three consumers considers a brand’s stand on social issues while making a purchase.

YouGov’s Real-time data says that Britons favour those brands who take a stand on social issues. 86% of Britons support brands who carry positions on environmental issues, while 56% favour brands that support LGBT+ rights and issues.

The survey says that more Britons are more likely to back concrete policies which help the LGBT+ community. Brands that have LGBT+ policies for customers are favoured more among people with 48% supporting them.

Britons aged 18 to 24 are considerably more likely to think more of a brand supporting LGBT+ customers and workers than other age groups. While 63% of young Britons feel positive about brands that openly support LGBT+ rights issues, women are 45% more likely to feel positive than men.

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