Consumers have contradictory preferences on how they want brands to take a stance on issues, with four specific tensions that will drive future change, according to an Ipsos study.

What The Future: Purpose report drew on responses from over 1000 American adults (aged 21 or older) in February. Sixty percent of respondents want brands to stay impartial, while 40% expect brands to get involved with the issues affecting society today.

Why it matters

Having an effective brand purpose strategy is a frequently discussed topic in the marketing industry, but consumer perspectives on how brands can make an impact are...