Brands' political statements often seen as hypocritical
For a good one in two young Britons, statements by brands on social problems are cynical and hypocritical. They consider such gestures to be lip service, intended only to improve the brand's image and deflect criticism. That's according to a survey by the Hype Collective agency.
The Capitol Records music label has "Black Lives Matter" writ large on its banner.
"If a brand takes an active stance on a socio-political issue, it should mean it very seriously. A company must think carefully about what and why it is taking a stand and whether it would make its statement again later. Jumping on a trend in the short term can damage the image in the long run. If brands have no particular interest in a topic, they'd better not say anything at all about it," explains brand strategist Michael Brandtner in an interview with the news portal Press release.
Hype Collective conducted the survey among 1,000 Britons between the ages of 18 and 24. A total of 59 percent doubt the honesty of brand statements on social problems such as racism. However, for the majority of respondents (94 percent), this lack of authenticity is not yet a reason to boycott a brand.
One positive example: the politically committed ice cream brand Ben & Jerry's is targeting a clear statement to the public, and earns a lot of praise for it. (Image: Screenshot Benjerry.com)
Support for the wrong reasons
In fact, 80 percent of young Britons even believe that brands have the right to support any sociopolitical movement, even if it goes against their usual orientation. For 71 percent, brands are doing the right thing by speaking out against social injustice, even if they are doing so for the wrong reasons. A similar finding emerged from another study in June, according to which U.S. consumers demand statements from brands on the issue of racism.
"The exception is when a socio-political issue fits exactly with the attitude a brand has always had. Brands must always focus on their strengths and core competencies. If this relates to a current social issue, the brand should also take a stand on it," says Brandtner. (pte/swi)
