Consumers are increasingly looking for businesses to make social and political stands a part of their public presence on social media and beyond, according to Sprout Social’s Championing Change in the Age of Social Media report.
In today’s politically divisive culture, social media has given rise to the expectation that brands will weigh in on current events and share their values as a way to better engage their audiences. And while many brands have been hesitant to get involved in fear of backlash, those that have strategically seized the opportunity are being rewarded. Consumers are increasingly looking for businesses to make social and political stands a part of their public presence on social media and beyond, according to Sprout Social’s Championing Change in the Age of Social Media report.
Sprout Social, a leading provider of social media management, analytics and advocacy solutions for business, found that two thirds of consumers feel it’s important for brands to take a public stance on leading social and political issues like immigration, civil rights and race relations and more than half (58 percent) are most receptive to this happening on social media.
Sprout Social surveyed more than 1,000 people in the U.S. about how they want brands to communicate their positions and engage in conversations on political and social issues. Findings from the study create a blueprint for how brands can responsibly and effectively take part in these conversations to build lasting relationships with customers. Key findings include:
- Brands face more reward than risk: Consumers’ most common emotional reactions to brands taking a stand on social were positive, with “intrigued”, “impressed” and “engaged” emerging as the top three consumer reactions. Likewise, people will spread the word when they agree, but won’t take action when they disagree. When consumers’ personal beliefs align with what brands are saying, 28 percent will publicly praise a company. When individuals disagree with a brand’s stance, only 20 percent will publicly criticize the company.
- Liberals are galvanized by brands that take stands, while conservatives are indifferent: 78 percent of respondents who self-identify as liberal want brands to take a stand, while just about half (52 percent) of respondents who self-identify as conservative feel the same. Likewise, 82 percent of liberals feel brands are credible when taking stands, compared to just 46 percent of conservatives.
- Brands can’t change minds, but they can effect change: 66 percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39 percent) and encourage followers to take specific steps to support causes (37 percent), such as participating in events or making their own donations.
- Consumers want to hear from company leadership: Although respondents are almost twice as likely to say they’d rather hear about social and political issues from a company than a CEO on social media (22 percent versus 13 percent, respectively), people still feel C-suite members have a duty to speak up. And they especially want CEOs to use their voices – 59 percent of respondents say it’s important for CEOs to engage with consumers and followers on social and political issues on social media.
“Brands that effectively navigate strategic decisions around when to take a stand on social have more opportunity than ever to turn potential risks into business opportunities,” said Andrew Caravella, VP of Strategy and Brand Engagement at Sprout Social. “People not only want brands to speak out on social, but they want authenticity and values communicated cohesively by company leadership as well. People want to feel socially and politically connected to the brands they support—and while vocalizing opinions may drive away some customers, it will ultimately engender greater loyalty and enthusiasm from people who agree.”
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”