Movements such as #metoo and Times Up, as well as issues of gun control and climate change are on the minds of consumers. For many brands, social responsibility has become a differentiator in the marketplace. So much so that spurred by recent events, both Walmart and Dick’s Sporting Goods raised the minimum age for gun buyers to 21. Even brands like the New England Patriots –with the loan of the team jet to the fly the Parkland High School students to the March for Our Lives — are openly supporting social causes.
Do brand’s socially-responsible initiatives resonate with consumers? Are consumers taking their personal views on social causes into account when making purchase decisions? We surveyed 1,000 consumers to find out the answers to these questions and more.