Two recent surveys commissioned by the American Association of Advertising Agencies found that while there is growing interest among ad professionals in popular brands taking up social causes, consumers are turned off if ads get too political.

The first survey of ad agency professionals found that two-thirds of respondents believe changing American values are causing brands to become more interested in corporate responsibility and values-based marketing. However, a second survey of consumers concluded that 58 percent dislike when brands take political stances.

In particular, consumers said they were more likely to avoid brands that take negative positions—such as messages that are perceived to be racist, anti-LGBTQ or sexist—than to support those that take positive positions.

"Consumers are not looking to brands to take a position on political or social issues. In fact, there's typically more risk than benefit," said Alison Fahey, chief marketing officer for 4A's. "Brands taking a negative approach risk backlash, and only a small percentage of consumers are moved to buy from positive messaging."

Fifty-one percent of consumers reported that President Donald Trump's policies have made companies and brands more vocal and inclined to take action, according to the 4A's survey. However, his endorsements are not impacting their purchasing decisions. When the president gives a brand or product a positive endorsement, nearly one-quarter of consumers say they are less likely to purchase the product.

The 4A's member survey polled 329 association members. The consumer survey was conducted by research firm SSRS and polled 1,056 respondents 18 and older. http://bit.ly/2qkLR2y
Two recent surveys commissioned by the American Association of Advertising Agencies found that while there is growing interest among ad professionals in popular brands taking up social causes, consumers are turned off if ads get too political.

The first survey of ad agency professionals found that two-thirds of respondents believe changing American values are causing brands to become more interested in corporate responsibility and values-based marketing. However, a second survey of consumers concluded that 58 percent dislike when brands take political stances.

In particular, consumers said they were more likely to avoid brands that take negative positions—such as messages that are perceived to be racist, anti-LGBTQ or sexist—than to support those that take positive positions.

"Consumers are not looking to brands to take a position on political or social issues. In fact, there's typically more risk than benefit," said Alison Fahey, chief marketing officer for 4A's. "Brands taking a negative approach risk backlash, and only a small percentage of consumers are moved to buy from positive messaging."

Fifty-one percent of consumers reported that President Donald Trump's policies have made companies and brands more vocal and inclined to take action, according to the 4A's survey. However, his endorsements are not impacting their purchasing decisions. When the president gives a brand or product a positive endorsement, nearly one-quarter of consumers say they are less likely to purchase the product.

The 4A's member survey polled 329 association members. The consumer survey was conducted by research firm SSRS and polled 1,056 respondents 18 and older. http://bit.ly/2qkLR2y

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