Recent data from May 2023, sourced from Bentley University and Gallup, highlights a growing expectation among US adults for businesses to publicly address critical societal issues. The survey reveals that 55% of US adults believe that companies should take a public stance on climate change, while a closely related 52% think it’s imperative for businesses to engage with the topic of mental health.
While consumers are increasingly supportive of corporate engagement with such matters, they appear less enthusiastic about companies wading into contentious subjects like religion, politics, or abortion. This preference for companies to steer clear of polarizing topics underscores the delicate balance that brands must navigate when contemplating public positions.
The recent backlash faced by Bud Light, following their collaboration with transgender influencer Dylan Mulvaney, serves as a cautionary tale for brands venturing into the territory of politicized issues. It underscores the importance of authentic messaging that aligns with the brand’s identity to avoid accusations of inauthenticity or pandering.
To effectively respond to this growing consumer demand, businesses should consider aligning their marketing messages with these expectations while maintaining authenticity and consistency with their brand voice.
