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3 Oct 2018

Marjorie Benzkofer, Fleishman Hillard (USA)

Consumers increasingly boycott products & services if they disagree with business' stance on important issues

"Navigating Zero Gravity", Oct 3 2018

In the past year, we’ve seen unexpected issues capture mainstream attention, like tariffs, social media algorithms, and immigrant rights. Corporate leaders wonder about whether today’s issue is the issue they must weigh in on to offer a point of view important to their business and to satisfy their stakeholders. Increasingly those stakeholders are employee “activists” who want their companies to “do the right thing."

[C]onsumers are [also] setting up real tensions for companies. As FleishmanHillard's latest research shows 66% of U.S. consumers and 80% of U.K. consumers say they have stopped using certain products or services because the company’s response to an issue does not support their personal views... [t]hough they are more likely to remain loyal if you can explain why. Should your company take a stand? When, how and who should speak up? FleishmanHillard Authentic Insights are a starting point for learning about consumer attitudes and their intended actions on the issues of our time. Our findings show that, agree or disagree, consumers expect organizations to act.