The 2020 Politics Survival Guide from Morning Consult revealed a disconnect in the marketing landscape. The report found that 53% of consumers believe corporations have gotten more political. That data point in isolation doesn’t mean much. However, the report also shows that only 24% of consumers believe corporations are in touch with the American public, and 23% believe corporations are more ethical.
Read MoreBrands are on untrodden ground when it comes to marketing in today’s landscape. It’s a new era of activism from consumers and purpose-driven marketing from brands. Gillette, Nike, Patagonia and a small handful of others have worn their hearts on their sleeves. They’ve put messages in the world that let people know where they stand, and the result has been some of the most talked-about brands in the world.
It’s no wonder why these brands are putting stakes in the ground. People are expecting more from brands. The majority of consumers say they show greater brand loyalty for businesses that reflect their beliefs. They want more than just products. They want to feel that the companies they support are creating what they think the world should be.
Read MoreThere’s no doubt you saw many of your Facebook friends and fellow Twitter users make changes to their avatars last week as the Supreme Court heard arguments around Proposition 8 and marriage equality. The Human Rights Campaign (HRC) launched an initiative that went viral encouraging people to change their avatars on social networks to a red equal sign to show their support for marriage equality. The effort caught fire and was undoubtedly a success based on HRC’s objectives, but this kind of movement points to a greater trend.
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