In today’s political climate, taking a stance in favor of controversial social issues can be challenging. For a corporation looking to reassure its consumer base of its support, these challenges can be very cumbersome. Will a corporation’s LGBT consumers stop supporting their product if they don’t speak out on key issues? Can an additional 10% be made for showing diversity and inclusiveness? All things must be considered when an organization is looking to balance the delicate nature of politics and profit.
Two recent surveys may give light into the appropriate ways to handle controversial political narratives. According to Associations Now, “A recent survey from Ogilvy suggests that a sizable percentage of Americans are keeping an eye out for issues of LGBT inclusion when it comes to brands. But another survey from 4A’s suggests that dipping into political issues should be handled with care.” What this essentially means is that, if a corporation supports a stance, then they should support it fully, but not over burden their consumers with that aspect of the company. Take the American Association of Advertising Agencies (4A’s) survey as an example. For corporations who took a negative stance on key issues such as racism, sexism, and ant-LGBTQ, negative affects followed, but for those pushing positive political stances, the profit needle didn’t move much if at all.
The Ogilvy survey further delves into LGBT issues and argues, based on respondents that support for the community can have benefits. According to the survey “63 percent of LGBT allies and 48 percent of Americans as a whole would avoid purchasing services from a company that knowingly discriminates against the LGBT community. On the other hand, the survey found that 64 percent of LGBT allies and 46 percent of Americans would be more likely to work with a business if it used inclusive advertising.”
Click on the link below to check out the survey infograph