RESEARCH: Brands aren’t taking stands, know audiences want them to

Corporate communicators are constantly faced with decisions on whether their brand should speak out on important social issues. Abortion rights, gun control, climate change, voting rights, the war in Ukraine, diversity and inclusion … the list goes on and on.

They are inundated with data showing their stakeholders demand to hear these points of view. In fact, 70% of consumers believe it’s important for brands to take a stand on social issues, according to SproutSocial. That number rises to 75% for Gen Z and 80% for Millennials.

As we approach one of the most divisive (and decisive) election days in recent memory, many communicators seem to be searching for a consistent, coherent strategy for determining when and why to speak out on these topics. That’s the bottom-line conclusion of a recent Peppercomm/Ragan study. The inaugural Corporate Character Barometer (CCB) surveyed nearly 400 communications professionals as the midterm elections quickly approach.

The survey set out to measure the willingness and readiness of brands to take a stand on the societal issues of the day, as well as their experiences when they do speak out. The survey also examined their work to articulate and activate their corporate purpose.