65% of consumers believe that brands abuse activist messages

According to Toluna, the messages that consumers most identify with are sustainability (53%), support for the LGBT community (46%), racism (45%) and feminism (32%). In addition, more than half state that to follow a brand on social networks, it must support a social issue.

The vision of the brands

From the point of view of marketers, the vision is not that different. The study mentions that 66% of them believe that brands have overcome the barrier of corporate responsibility, while 29% say that they are opportunistically joining phenomena such as greenwashing, pinkwashing and zero waste.

Although seven out of 10 say that companies have the credibility necessary to launch this type of message. Something with which Marín agrees: “Consumers expect brands to improve the world, they trust them to do so instead of their own government. It is a moment in which they have things in their hands and although they cannot change everything, it is important that they become differentiators ”.

Regarding the commercial impact of these messages, 81% of marketers consider that we are necessary to reach young audiences, while 89% believe that they are effective because they influence society, which translates into sales and improvement of the brand image .

Ana Marín explains that these messages do have an impact on the commercial activity of brands, since they regularly generate a separation between consumers, where one group is in favor and another is against. This may or may not end up benefiting companies. But, without a doubt, putting them in the sights of the market.

“It seems to me that this is a fad, but it is more positive than negative. Brands have understood that it is not just about a post on social networks, but about being part of a specific movement. And this is appreciated by consumers ”, says Cervantes.

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