YouGov-品牌的社交声音（英文）.docxVIP

How British and American consumers feel about brands expressing opinions on social issues \buGovWhat the world thinks GB ProfileThose who believe brands are exploiting issues In Britain, the 17% who believe that brands are exploiting certain issues share similar demographics to their counterparts in the US and have a skew towards being male and older. 91%vs 77% 91% vs 77% nat rep I think newspapers should encourage debate and challenge perspectives ^ ^0/ Overall you get O / /O a better quality vs 73% nat rep of life in the country79% 79% vs 63% nat rep 79%vs 63%nat repI think businesses are trying too hard when they use emojis in their ads/ comunications 79% vs 63% nat rep I think businesses are trying too hard when they use emojis in their ads/ comunications 68% vs 48% nat rep Reality will always beat ideas 3 70/ 1 Prefer 31/0 watchingTV vs 15%on my laptop nat repor tablet The below table is ranked to show the biggest differences between this group and the general population. In which, if any, of the following areas is it acceptable for a brand to communicate their point of view in marketing materials or other communications?GB nat rep ■ Those who definitely agree that brands are exploiting issues (GB)Difference 1110 1010 10Beware of the boycotters? For some consumers, a brand having a strong view on a subject will make them more likely to buy that brand, but for others this may have the opposite effect. Nike recently experienced this risk versus reward scenario when the brand chose Colin Kaepernick - a former NFL quarterback widely known for kneeling during Americas national anthem in protest of racial injustice - as the face of its 30th anniversary “Just Do It“ ad campaign. American Nike customers are more receptive to brands taking a stand on social issues 7 fl 〃 I like when companies have a 0 ‘° moral messagevs 68% nat rep x q q/ Companies and their brands should OO A) be able to express how they feel on vs 61% nat rep a topic 65%I like brands that are willi