Why is it important for brands to take a stand on social issues?

In today's world, social activism is becoming more and more prevalent, and an increasing number of consumers expect brands to make a clear statement on important social issues. 

An increasingly common question is: should brands support social activism? While some believe that brands should remain neutral and focused on their product, others believe that brands have a responsibility to use their influence to support change in society. 

According to EY's US Future Consumer Index survey, 63% of consumers say that a brand's behaviour is as important to them as what it sells. 

However, this can be a double-edged sword. Although standing up for socially significant issues can have a positive impact on the brand, the risk of negative consequences still exists. If the brand doesn't approach this issue carefully, it can lead to backlash, boycotts or accusations of dishonesty. On the other hand, if a brand remains silent, it can be perceived as disinterested or politically motivated. 

So you have to be careful because consumers are not forgiving. 

In order for brand activism to be successful, it is important that advocacy for certain issues is based on the true values of your brand. This means that actions must follow words, and the initiatives taken should be in line with the brand's message. 

Active participation in social issues not only strengthens the connection with consumers, but also attracts positive media attention, which increases the visibility and reputation of the brand itself. 

You can read the full article on the Kliping.rs website.