Consumer Interest in Corporate Sociopolitical Stances on the Decline

A recent Gallup survey conducted in partnership with Bentley University has found that consumer enthusiasm for businesses taking stances on current events and sociopolitical issues is waning. In a culture where brands, such as Bud Light, have found themselves embroiled in the culture war crossfire, the research indicates a shift in consumer sentiment towards corporate activism. This evolving landscape is presenting new challenges and opportunities for marketers as they navigate a society increasingly divided along various fronts.

Changing Perceptions on Corporate Activism

The survey reveals that the percentage of Americans advocating for businesses to take positions on current events has dropped from 48% to 41% within a year, showing a decrease in interest across age and ethnic groups. The second annual Bentley-Gallup Business in Society Report polled 5,458 Americans aged 18 and older. It is essential to note that this survey occurred amidst the controversy surrounding Bud Light's association with transgender influencer Dylan Mulvaney.

Complexities in Consumer Attitudes

While the top-line figures show a declining interest in corporate activism, the findings expose the growing complexity for marketers trying to navigate a divided society. Some issues still garner support for brand involvement, particularly among young, Black, and Asian consumers. Most respondents expressed a desire for businesses to engage with matters like climate change and mental health. However, certain issues, including religion, abortion, political candidates, and international conflict, were deemed off-limits, with fewer than 30% of respondents suggesting that brands should address these topics.

Emphasis on Actions Over Words

Consumers are increasingly leaning towards businesses making tangible impacts. They desire fair wages for employees, quality healthcare benefits, pay equity within the organization, and environmentally sustainable practices. An impressive 88% of respondents believe that businesses have the power to make a positive impact on people's lives, although only 8% think they have been extremely effective in doing so. This emphasizes the importance of action over mere messaging.

Zach Hrynowski, a research consultant at Gallup, notes that the majority of U.S. adults believe that businesses are falling short of their core responsibilities, contributing to their skepticism regarding business communications. Richard Edelman, CEO of Edelman, underlines that consumers are looking for more than just messaging and advocacy; they desire action and real-world impact.

Navigating the Culture War Conundrum

The divisive cultural climate presents an ongoing challenge for marketers. As Cynthia E. Clark, a professor at Bentley University, suggests, businesses must thoughtfully approach public stances as they risk being embroiled in culture wars. The red and blue divisions that characterize American states could extend to companies if not handled cautiously.

The decline in consumer interest in brand activism, as per the Gallup survey, is largely driven by self-identified Democrats, with 62% supporting brand involvement compared to 75% the previous year. Independents (36%) and Republicans (17%) also showed declining interest.

Sustainability and AI Standouts

Despite the division in society, there are areas where consensus is emerging. The survey indicates that 55% of respondents believe brands should take a stance on sustainability. This may be because businesses have a more direct impact on climate change compared to other sociopolitical issues. Artificial intelligence (AI) is another topic that draws nearly unanimous concern. A staggering 79% of respondents don't trust businesses to handle AI responsibly, as many fear it will lead to job losses.

As the corporate world grapples with evolving consumer attitudes and the need to take responsible actions, it's evident that successful corporate activism requires not only advocacy but also the demonstration of a direct relevance to business operations.

Conclusion

The Gallup survey highlights the shifting dynamics of corporate activism in a polarized society. Consumers' interest in brands taking stances on sociopolitical issues has declined, with a growing emphasis on tangible actions rather than mere words. As businesses navigate this complex landscape, they must consider the potential pitfalls of culture war entanglements while exploring opportunities to make a real, positive impact in areas such as sustainability and responsible AI adoption.