Forget statements, consumers want deeper social-justice commitments from brands

Ipsos

In 2020, racial equality emerged as one of the most important social values to consumers in the United States – it is critical that brands build trust in this regard.
  • Brands face challenges to make sure they address racial injustice.
  • Over half (54%) of consumers expect brands to take a stand on equality issues, particularly among young (18–34, 65%), Hispanic (64%) and Black (62%) consumers.
  • To be effective allies, brands must communicate and act boldly, even in a hyperpolarized political climate.
  • A major challenge is to avoid getting lost in a sea of generic messages....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands