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    Transparent Positioning Desired

    4/20/20 | 9:00 AM time

    YouGov highlights the extent to which brands should take a stand on socially relevant issues

    YouGov recently published the white paper "Clear edge or head in the sand?" In it, the Data & Analytics Group says that more and more brands are positioning themselves on social and political issues. The results of the paper: Two-thirds (66 per cent) of German consumers say that companies and their brands should express how they feel about a topic.

    What Is Important to Consumers

    More than half (54 per cent) of those surveyed consider it important that brands take a clear stance on social issues. Moreover, two out of three (65 per cent) of those surveyed appreciate a brand's social commitment.

    According to YouGov, companies are increasingly reacting to the political and social importance of climate protection. For example, 38 per cent of those surveyed think it is good for a brand to communicate its position on environmental issues in marketing materials or other means of communication.

    Furthermore, more than half of the consumers (54 per cent) are convinced that brands act solely out of self-interest when positioning themselves in social contexts. However, YouGov reports that older people are more likely than younger people to hold this view.

    Consequences on Willingness to Buy

    According to YouGov, public focus through brand positioning can have both positive and negative effects on consumers' willingness to buy. Just over half (58 per cent) of German consumers say that they will stop buying a brand if it represents a view with which they disagree. However, two out of three consumers (68 per cent) also say that it has a favourable effect on their purchasing decision if a brand represents a view they agree with.

    Source: YouGov, photo: Adobe Stock / Prostock-studio

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