New Ideas in Marketing
Essential news for marketers, summarised by YouGov

The number of consumers who care about a brand’s position on social issues is rising.

This article states that taking a stance on social issues allows brands to get high-quality backlinks from their followers and detractors alike. Taking a stand on controversial topics can help brands build loyalty and subsequently increase revenue.

Creating a campaign around their stand can help brands effectively let their audiences know about it and get their support. But, if an organisation does not have enough resources to fight back against any potential detractors, taking a stand might not be a practical approach.

The author contends that brands should avoid taking a stance on issues without knowing their audience’s sentiments towards it. Brands can use their data to understand how their audiences feel about controversial issues before they take a stand on it.

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[6 minute read]

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