Marketing and politics can no longer be kept separate from one another. Maybe they never could. Either way, brands have woken up to the fact that modern consumers desire more than simply a product.
They want a brand that actually has principles and values. In a recent report by PR agency 5WPR, 83 percent of millennial respondents want companies whose values align with their own, and 76 percent believe executives should speak out on issues they care about.
Moreover, a further 65 percent said they have boycotted a brand that didn’t share their beliefs on an issue, while 62 percent favor products that allow them to show off these beliefs.
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