Brand culture

After the release of Nike’s 30th Anniversary advertising campaign featuring Colin Kaepernick, who is currently suing the NFL for allegedly pushing him out of the league as punishment for his on-field protests against police brutality, questions were raised about the extent to which brands can take a stance on social issues.

Opinium conducted research on behalf of Splendid Communications to explore the impact of social purpose campaigns and the extent to which brands can have a view on cultural issues.

The results found that nearly a third (31%) of regular social media users currently follow brands on social media, with this increasing to 53% among 18-34-year olds.

Of these regular users, over half (56%) believe that brands have a responsibility to discuss social issues that are relevant to their consumers and should publicly support social causes (47%). A further 52% also believe brands have an obligation to act for the benefit of society at large with a third (36%) saying they would unfollow a brand if its ethics were not aligned with their own.

Consumers are demanding more from brands than ever before and it’s vital that brands are socially aware to connect meaningfully with existing customers and attract new ones.

Read more about this here.