YouGov-品牌的社交声音（英文版）-2019.7.pdf

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1、ThesocialvoiceofbrandsHowBritishandAmericanconsumersfeelaboutbrandsexpressingopinionsonsocialissuesContentsIntroduction.................................................................................3Howimportantisitforbrandstohaveaclearpointofviewonpoliticalorsocialissues?.................

2、....................4Arebrandsperceivedtobeexploitingissues?..........8Bewareoftheboycotters?..................................................12Howshouldbrandscommunicate?...............................16Whowantsbrandpurpose?..............................................19Conclusion........

3、..........................................................................23Aboutthedata.........................................................................242Introductionoreandmore,brandsareMorethanhalf(52%)ofpeopleinexpressingopinionsonBritainthinkthatbrandsshouldbeMsocialandpolitical

4、issues,abletoexpresshowtheyfeelonasupportingcauses,andpresentingcertaintopic,comparedwith61%ofthemselvesasinfluencersonwiderthosefromtheUS.topicsinsociety.What’smore,justunderhalf(48%)ofButtowhatextentdoconsumersAmericanssaytheylikebrandsthatbelievethatbrandsshouldassociatearewillingtogetinv

5、olvedinsocialthemselveswithcertainissues?Thisissuesand42%ofBritssaythesame.paperusesYouGovdatatocompareAlmostsixinten(59%)peopleinthepointofviewofconsumersfrombothcountriesdon’tthinkbrandstheUSandBritain.shouldexpressviewsonsocialorItexploreswhethertheythinkit’spoliticalissues,but,aswe’llsee

6、later,appropriateforbrandstocommentthisdependsontheindustryandonsocialissuesandtowhatextentittheissue.Thisindicatesthatit’supdependsontheindustry.tothebrandthemselvestoweighuptheriskversustherewardandItalsolooksatwhethertherewardunderstandwhatcauseswillresonateoutweighstheriskoflosingwiththe

7、irownaudienceandwhatwillcustomerswhenitcomestobrandsputthemoff.nailingtheircolourstoaparticularissue’smast.ThedatashowsthatGBandUSconsumersarebroadlysimilarwhenitcomestothebiggerpicture.CompaniesandtheirbrandsIlikebrandsthatIdon’tthinkbrandsshouldb