Mastodawn

The consumer behavior report dives into evolving perceptions of brand influence, wokeness and boycotts.

WWD

In the #report, the #companies make the case that #brand #affiliation with these #terms deserves #exploration, and have conducted a #survey of more than 10,000 U.S. #consumers who shared their takes on the #terms within the context of #brands’ #support for the #LGBTQIA+ #community and, more generally, #DEI.

This is the important part that companies like #Budlight and #Target who backtracked in their support for the LGBTQIA community should take notice of

What impact does backtracking have on the consumers who were in favor of support for the cause?

According to the survey, 35 percent of consumers will continue to buy/use the brand for now but look for other brands more supportive of their cause

22 percent will immediately stop buying/using the brand

20 percent will immediately stop buying/using the brand and tell people within social circles that they do not support it.

Only 23 percent said they would continue to buy/use the brand with brand support remaining relatively unchanged.