Boycotts and Backlash: Why Consumers Want Brands to Take Action this Pride Month
BOSTON and LONDON, June 14, 2023 /PRNewswire-PRWeb/ -- Zappi, the leading market research platform for on-demand consumer insights, surveyed nationally representative samples of 2,000 U.S. and 2,000 U.K. consumers to understand how social and economic factors influence a consumer's response to brands speaking out on social issues.
- Zappi asked consumers about Pride Month, Juneteenth, boycotts and how brand activism influences their shopping behaviors.
- But consumers are realistic in understanding the brands' aim in supporting the community during Pride Month.
- 37% of consumers think brands support Pride Month to drive profit, compared to 17% who think they do it out of genuine support for the community.
- 38% of consumers think brands should double down on trans representation during Pride Month compared to 36% who think they should not.