Consumers have contradictory feelings about how brands should approach purpose

Maya Yegorova

American consumers are in limbo over how brands should take a stance on issues, according to Ipsos research, with some preferring for brands to remain neutral and others looking for tangible action.

Consumers have contradictory preferences on how they believe brands should take a stance on social and political issues, according to a new report from market research firm Ipsos.

What the Future: Purpose reportdrew on findings from an Ipsos study that...

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