Kantar Monitor put out a report on consumer expectations from brands amid social upheaval.
With tensions around racial discrimination in the US rising, consumers want to extend support to social and environmental causes. 68% of consumers said they expect brands to be clear about their values and take a stand on them.
Different ethnicities and demographic groups have varied expectations from brands to speak up. Support for brands to speak up is particularly strong among African Americans (82%), Asian Americans (79%) and LGBTQ+ community (71%).
Millennial and Gen Z consumers want brands to take a stance on the existing issues to be able to feel comfortable from buying from them. While 46% of millennials expect brands to be brave, 42% of Gen Z consumers have similar expectations. But, African-American Gen Xer’s had a 46% higher composite score than white Gen Xers.
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