YouGov-品牌的社交声音（英文）

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1、ThesocialvoicofbrandsHowBritishandAmericanconsumersfeelaboutbrandsexpressingopinionsonsocialissuesIntroductionMoreandmore,brandsareexpressingopinionsonsocialandpoliticalissues,supportingcauses,andpresentingthemselvesasinfluencersonwidertopicsinsociety.Buttowhatextentdoconsumersbeliev

2、ethatbrandsshouldassociatethemselveswithcertainissues?ThispaperusesYouGovdatatocomparethepointofviewofconsumersfromtheUSandBritain.Itexploreswhethertheythinkit’sappropriateforbrandstocommentonsocialissuesandtowhatextentitdependsontheindustry.Italsolooksatwhethertherewardoutweighsther

3、iskoflosingcustomerswhenitcomestobrandsnailingtheircolourstoaparticularissue’smast.ThedatashowsthatGBandUSconsumersarebroadlysimilarwhenitcomestothebiggerpicture.Morethanhalf(52%)ofpeopleinBritainthinkthatbrandsshouldbeabletoexpresshowtheyfeelonacertaintopic,comparedwith61%ofthosefr

4、omtheUS.What’smore,justunderhalf(48%)ofAmericanssaytheylikebrandsthatarewillingtogetinvolvedinsocialissuesand42%ofBritssaythesame.Almostsixinten(59%)peopleinbothcountriesdon’tthinkbrandsshouldexpressviewsonsocialorpoliticalissues,but,aswe’llseelater,thisdependsontheindustryandtheissu

5、e.Thisindicatesthatit’suptothebrandthemselvestoweighuptheriskversustherewardandunderstandwhatcauseswillresonatewiththeirownaudienceandwhatwillputthemoff.Companiesandtheirbrandsshouldbeabletoexpresshowtheyfeelonatopic100%IlikebrandsthatarewillingtogetinvolvedinsocietalissuesIdon’tth

6、inkbrandsshouldexpressviewsonpoliticalorsocialissues50%0%DefinitelyagreeTendtoagreeNeitheragreenordisagreeTendtodisagreeDefinitelydisagreeHowimportantisitforbrandstohaveapointofviewonsocialissues?Nowadaysbrandsfacehugepressureto“getitright”whenitcomestocommentingonsocialissues.Whil

7、esomebrandshaveaclearfitwithcertainissuesortopics,forothersitcanbeaminefieldwheretheyriskcomingacrossasdisingenuousatbestoroffensiveatworst.Andoftenit’snotenoughforbrandstosimply“optout”.Forinstance,inBritainmanybrandshavecomeunderfirefromcampaigngroup“StopFundingHate”foradvertisingi

8、n(rightofcen