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Should brands take a stand?
Karen Tibbals (Ethical Frames)
Fed by the high-profile Nike Colin Kaepernick campaign, the idea that brands should take a stand on social issues is gaining prominence. Surveys show that millennials claim they want brands to take a stand. But when they do, the brand doesn’t necessarily benefit as much as they expect. For example, a recent survey found that only 12% of young people had a top of mind association of a cause with a brand. What has been lost is in this debate, is that surveys overstate what is really going on. That’s because in the real-world people make trade offs that surveys don’t capture. This presentation will review how to conduct market research to help brands make more realistic decisions about whether a brand should take a stand on a social issue.
