4A's Survey Finds 'More Risk Than Benefit' in Brands Tackling Political and Social Issues

The majority of consumers don't want brands to take a position

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A new survey by the 4A’s and research partner SSRS found that while brands are more interested in values-based marketing, consumers mostly don’t like it when brands take on political and social issues.

“Consumers are not looking to brands to take a position on political or social issues. In fact, there’s typically more risk than benefit,” 4A’s CMO Alison Fahey said in a statement. “Brands taking a negative approach risk backlash, and only a small percentage of consumers are moved to buy from positive messaging.”

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