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 report drew on findings from an Ipsos study that surveyed 1,096 US adults over 21 years old in February this year. It found that American consumers are divided on these key issues:

  • Whether global brands should weigh in on local issues (54% said yes).
  • Whether brands should stand in solidarity with those affected by the world’s current crises (46% said yes, while just over half want brands...

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