People object to unacceptable brand acts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 19, 2021, 12:22 PM UTC

According to a survey of 2,000 people by Transmission Private, attacks on the personal reputations of senior company executives like CEOs have increased.

The study found that 87% of respondents would express their dissatisfaction against a company involved in objectionable behaviour in some way. Further, 83% would attempt to publicly express their displeasure with a senior executive's behaviour through social media if they objected to it in any way.

Stop using the company’s product (34%) and sending an email to company leadership (32%) are the top actions people would take if an executive was involved in objectionable conduct. 10% and 11% would write to media or on social media.

Moreover, nearly a third of 18-to-24-year-olds will sign a petition to display their anger towards a company. Transmission Private’s Luke Thompson says senior company leaders must mitigate risks by being judicious, careful and reasonable.

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