CONSUMERS WANT DEEPER SOCIAL-JUSTICE COMMITMENTS FROM BRANDS. An Ipsos POV in Diversity & Inclusion By Manuel Garcia-Garcia, Barry Wahren, Malinda Midkiff, Elizabeth Espinosa Key Points • Brands face challenges to make sure they address racial injustice. • To be effective allies, brands must communicate and act boldly, even in a hyperpolarized political climate. • A major challenge is to avoid getting lost in a sea of generic messages.
Nearly all Americans want to see significant
changes in the world when it comes to sustainability and equitability, according to Ipsos research conducted in late 2020. And American consumers would like to see brands representing this change. But what does that mean on a practical level for brands—espe- cially ones who are having trouble translating allyship into concrete action? Even before the pandemic disrupted our lives, societal impact was a top driver of brand trust globally. Over the past several years, Ipsos research as shown that brand trust not only depends on the quality of products and services, but also on whether brands have a positive impact on society and deliver on the principles companies communicate. In 2020, racial equality emerged as one of the most important social values to consumers in the United States. As a result, it is critical that brands build trust in this regard. Over half (54%) of consumers expect brands to take a stand on equality issues, particularly among young (18 –34, 65%), Hispanic (64%) and Black (62%) consumers. It is key for brands to deliver on what they communicate, but the first step is to get the communication right. While 67% of ads in Ipsos’ database represent people of color, we find that about one third of consumers feel there should be more representation. Also, when brands represent the diversity in our society, it needs to be portrayed the right way:
2 IPSOS | FORGET STATEMENTS. CONSUMERS WANT DEEPER SOCIAL-JUSTICE COMMITMENTS FROM BRANDS. Racial and ethnic diversity in the I would like to see people/characters featured 33% more of this. There’s not enough of it.
I am seeing the right
52% amount of this.
I am seeing too much
15% of this. It’s overdone.
• Black consumers would like brands to defy • Other areas for improvement in communications stereotypes and go beyond basic representation. include featuring a person of color as a main • 60% of Black consumers and 38% of Gen Pop character, including dark-skinned Black people, consumers would like to see people of color presenting black body types as attractive and depicted in a position of power more often. depicting Black women with natural hair.
3 IPSOS | FORGET STATEMENTS. CONSUMERS WANT DEEPER SOCIAL-JUSTICE COMMITMENTS FROM BRANDS. When portraying people of color in advertising, Black consumers would like to see… Depicting a person of color in a position of power 60% 7%
Featuring a person of color as the main character 4% 58%
Featuring dark skinned Black people 54%
7%
Featuring only people of color 6% 53%
Presenting attractive body type as Black bodies 52%
9%
Depicting a Black woman with natural hair 46%
7%
Featuring a mix of races within the same ad 6% 45%
Featuring mixed-race families 44%
11%
Featuring a sole person of color in a group 42%
17%
Depicting an athlete as a person of color 33%
18%
Want MORE Want LESS
However, authenticity is critical. The best creative executions go beyond
representation to integrate authentic contexts and stories. If you’re a company taking steps to show authenticity, one key move involves integrating cultural fluency throughout your creative development process by bringing diverse voices into the planning phase.
In fact, Asian-American voices from the
Ipsos U.S. Syndicated Online Communities also raised the issue of representation, not only in ads, but also in the boardroom. Additionally, it is not enough to speak out about racial inequality—consumers want to see brands take action. Over half of consumers would like to see brands call on political figures to enact change. In social media conversations tracked by Ipsos, authenticity emerges as a key attribute driving positive response. Ben & Jerry’s, well-known for decades of brand development around social activism, was quick to make their stance known on supporting the BLM movement. This led to brand mentions spiking in June 2020 and an influx of consumer support online.
4 IPSOS | FORGET STATEMENTS. CONSUMERS WANT DEEPER SOCIAL-JUSTICE COMMITMENTS FROM BRANDS. The social movement in the spring of 2020 presented brands with a chance to become allies with consumers who care about racial issues more than ever. But society is no longer ready to settle for messages stating a company’s support for justice. At this point, consu mers need companies to back the cause with tangible actions, such as committing to equality in hiring and pay, investing in underserved communities or donating funds to organizations supporting racial justice. The opportunity in hand is not an easy one. In order to stand out, brand messages need to be unique to the brand, highlight concrete actions, and align with brand equity. Brands that previously expressed support for an issue will be more likely credited as authentic. Brands must also define which actions they are taking to make a positive impact, even if includes admitting mistakes from the past and publicly taking corrective actions.
In the wake of protests around
George Floyd’s death and broader racial injustice, which of the following would be most effective for companies to do? 37%
30%
26% 25% 22%
Commit Invest in Donate Make Stay out
to equality underserved funds to statement of issue in hiring / communities organizations in support pay supporting of racial racial justice justice
5 IPSOS | FORGET STATEMENTS. CONSUMERS WANT DEEPER SOCIAL-JUSTICE COMMITMENTS FROM BRANDS. There is also risk for corporate America when taking a Political conservatives are more likely to resist the stance in a hyperpolarized country like the U.S. Ipsos notion of change and feel brands should not be active finds that while 60% of consumers would be more likely in the Black Lives Matter movement. to consider a brand that is aligned with their own views, Moderates are skeptical about brand intentions when half said they would stop using a brand they disagree companies support Black Lives Matter unless they with. Not all consumers want to see brands engage display authenticity. in actions aimed at transforming culture. Liberals are most critical of brands that could arguably be linked to systemic inequality, Ipsos data shows.
50% 60% Would stop using a brand Would be more likely to if its stance on equality does consider a brand if its stance not align with my own on equality aligned with my own 58% 18 – 34 70% 18 – 34 55% Hispanics 71% Households with Kids 56% Households with Kids
Brands, like citizens, should be allies because it is the believe that it is possible for a brand to support a good right thing to do. However, while brands benefit from these cause and make money at the same time. moves, they also avoid the potential high risk of not being While consumers in all groups understand challenges allies. Not demonstrating support could make the brand brands face with social matters regardless of political outdated, or even worse, not aligned with the majority leaning, there is agreement that if a brand is going of consumers’ views. 61% of Americans prefer brands to communicate a position against racial injustice, they that help them “make a difference in the world” when need to act. purchasing their goods or services; 85% of Americans
6 IPSOS | FORGET STATEMENTS. CONSUMERS WANT DEEPER SOCIAL-JUSTICE COMMITMENTS FROM BRANDS. About Ipsos At Ipsos we are passionately curious about people, markets, brands, and society. We deliver information and analysis that makes our complex world easier and faster to navigate and inspires our clients to make smarter decisions. With a strong presence in 90 countries, Ipsos employs more than 18,000 people and conducts research programs in more than 100 countries. Founded in France in 1975, Ipsos is controlled and managed by research professionals.
Contact Manuel Garcia-Garcia Global Lead of Neuroscience, Global Science Organization, Ipsos manuel.garcia-garcia@ipsos.com Phone: 929-313-3609
What’s Next: 1. Don’t just communicate, act. 2. Represent all people in advertising and avoid stereotypes. 3. Integrate authentic context and stories. 4. Bring diverse voices to integrate cultural fluency into communi cations and branding. 5. Weigh the risks of taking a stance, but don’t ignore the risk of not taking a stance.
