US consumers want brands to address race at an organisational level before speaking out in public

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 17, 2020, 7:27 PM UTC

Culturally relevant subjects perform better when brands take action towards making real changes.

31% of Americans want brands to end racial biases within their organisations before addressing the issue in brand communications, according to a study by Piplsay’s. This is more than 13% of consumers who want brands to eliminate racist undertones from brand identities or donate to anti-racism causes (12%).

But, 65% of Americans support brands taking a stand against racism, with 46% believing that these actions can lead to “credible change.” Speaking up against racism can also positively influence consumer purchase intent, especially in the younger demographic.

The data also suggests companies might also face issues when sunsetting brands like Uncle Ben’s and Aunt Jemima – which feature people of colour. Most people were dismissive or not sure of “symbolic acts”, while only 39% said these acts made a difference.

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