66 percent of consumers prefer a strong stand on political and social issues

There are risks when you take a stand on a hot-button topic, but a recent Sprout Social report revealed that potentially offending customers is outweighed by benefits.

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In today’s increasingly divisive political and social landscape, many brand managers might think that silence is the best route.

However, keeping quiet on current controversial issues can present a lost opportunity for those looking to boost consumer loyalty and brand reputation.

Sprout Social’s Championing Change in the Age of Social Media report revealed that 66 percent of consumers want organizations to take a stand on political and social issues—and more than half (58 percent) are open to that happening via social media.

Sprout Social said:

Intentionally or not, social media has provided an easy-to-access environment for issues to become more partisan. However, the ability to hide behind a digital profile has paved the way for aggressive, even hostile, social media communications. This is especially true in the wake of the 2016 presidential election, and this divide shows itself most clearly in the void between liberal and conservative parties online.

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