When it comes to speaking out on social issues, PR pros know that consumers want brands to take an active role.
Still, communicators are left to wonder: When should I speak up? What are the variables that should play into my decision to take a position on an external social issue? Even if the issue doesn’t directly affect my organization or its stakeholders, should I still make a statement?
Data from FleishmanHillard sheds light on some of those questions. One top stat to note: 64% of consumers think a company must talk about its behavior and impact on society—not just the customer benefit it offers—to be more credible than its competitors.
But what specific issues do consumers want to hear about? The top issue on most consumers’ minds is data privacy. Fifty-seven percent said data privacy is “extremely important,” and 48% expect companies to take a stand on the issue.