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US military is a cause that 60% of those surveyed consider a popular cause for brands to support.

This article cites a Morning Consult and Advertising Week report which revealed a sense that even though people want to purchase from brands that align with their values but when brands take a stand on “hot-button” political issues, it could land them in a difficult spot.

The study found that 29% of Americans have “stopped purchasing from a brand because of its political stance.” 31% of Gen Z believe that businesses should “use their influence to impact political and cultural issues”.

Further, 60% of those surveyed find US military a popular issue brands could support. 49% of the respondents highlight the reformation of the criminal justice system and 46% want brands to support rights of racial minorities.  

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[5 minute read]

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