There is a change in consumers’ attitudes towards companies’ social and political stances. Historically, companies have tended to avoid commenting on politics or social issues. This is because, from a marketing standpoint, it is a dangerous practice to potentially alienate groups of consumers who do not align with certain beliefs or ideologies. However, due to the increasingly polarized state of the country and politicization of all facets of society, a significant number of individuals said they would like for brands to take a stance on social and political issues. This information can be backed up from the results of a 1,000 participant online poll, around two thirds of respondents said they would like to see ‘brands take a stand’ on sociopolitical issues facing the country.
This is incredibly relevant to numerous aspects of marketing, especially the creation of company values and culture, as well as understanding the trends of specific consumer groups. Companies all have a mission statement and set of core values to the running of their business. The article emphasizes the importance in carefully considering this culture, as it is beginning to have more and more importance to the marketing aspect of a company’s success. In 2018, passionate consumers are more likely to select brands they feel have a culture and values they agree with, so it is critical to ensure employees from the executives to the functional are practicing these values. This is critical in order to maintain the image of the company. Also, this research most definitely changes the social and sociopolitical factors that effect consumer decision making. It is becoming more and more popular to make more informed choices on brand selection based on the good that company does and exudes to the community. Therefore, marketers would need to assess the closely held social ideologies of a majority of their market in order to attract this group without alienating others who may hold other beliefs.