Does Support of Social Issues Help or Hurt Brands?

Does Support of Social Issues Help or Hurt Brands?
Highlights From the January, 2018 Webinar
Wayne Goodreau, Research Director
Invoke Solutions

Methodology
© Invoke Inc. 2017 Confidential 2
 Why did we do this research?
• Understand what social issues are important, where people stand, and how
brands should or should not associate with them
 What did we do?
• One Live 60-minute Invoke session was conducted on January 18, 2017
(n=97).
 Who did we talk to?
• We talked to a mix of consumers from across the United States:
• 51% Males, 49% Females
• 45% Millennials (18-35), 30% GenX (36-56), 25% Boomers (57-71)
• 38% Democrats, 31% Republicans, 30% Independent/Other
• 35% voted for Trump in the last election, 45% voted for Clinton
• Mix of Ethnicities, geographic regions, sexual orientation, etc.

© INVOKE Confidential 3
Invoke Researcher
Research Participants
Clients & Stakeholders
Invoke moderator leads
discussion about the results in
real-time at client site, utilizing
proprietary features to analyze
data and react to the
conversation.
Stakeholders can observe
sessions in real-time from any
location to gain instant
awareness and insights and
participate in a discussion with
their consumers/customers.
Answer anonymously, providing unbiased responses and
rich verbatims through a fun and highly engaging process
An Invoke Live event brings all stakeholders on a consumer-led journey to the
decision, in real-time, at scale.
Invoke is the Big Qual decision platform

Key Insights
 Personal biases play a role in the relative importance of
social issues
 Elements such as party affiliation and gender play a role in how consumers prioritize
the importance of social issues. For example, while Republicans rank the issue of NFL
players taking a knee in protest at the top, Democrats rank it last.
 Gun Control is another issue where elements such as party affiliation and age play a
role, especially in where one stands on the issue.
 While it might not be all that surprising that personal biases play a role in determining
importance of social issues, it is still worth noting as these same personal biases could
play just as strong a role in brand selection.
 Brands need to lead with the heart…and the head
 Just because a social issue is trending or hot-button, this doesn’t mean brands should
pursue it as one with which to align. Brands need to understand not only what issues
are important to their consumers but also how issues divide and bring together their
base to balance altruism with good business.
 Many consumers see brands as aligning more and more with social issues these days
and while 50% claim to be more likely to associate with a brand that aligns with a
social issue, it comes down often to that brand landing on their side of the issue.
 Both Racial Inequality and Gun Control are issues consumers see as important and
discuss regularly, but they are also issues consumers are less likely to want to see
brands align with or support. Conversely, Income Inequality and Curbing Climate
Change appear to be safer in terms of brand alignment but they are not being
discussed as often as other issues and are hence not considered top-of-mind.

Key Insights (cont.)
 Authenticity is an important consideration for brands
looking to social issues.
 73% of consumers say that brands are more likely to associate with social issues
these days than they were 5-10 years ago and the motivations for doing so are not
always perceived as completely altruistic. While some do note selfless motivations,
there are often others that say companies do this for strictly business reasons or due
to pressure from social media.
 Additionally, some say the companies that make the most sense for social issue
alignment are companies that have a direct connection to the cause they support (dog
food companies supporting animal rights, for example). Therefore, there does appear
to be some need for authenticity to break through when it comes to supporting issues.
 Do not ignore the fluidity of social issues.
 Consumers can be fickle. While issues such as Abortion Rights or Same-Sex Marriage
may have been top-of-mind not all that long ago, they rank lower in terms of
importance to consumers now. If history is any indicator, consumer attention on issues
will wane. Brands need to stay on top of issues, understanding where issues rank in
terms of importance and brand alignment.

Key Insights (cont.)
 Sexual Harassment emerges as the one issue that is
universally important and viewpoints remain similar across
lines.
 With 88% of consumers noting Sexual Harassment as an issue important to them (top 2 box),
this issue scores at the top in terms of overall importance. Additionally, 70% of consumers
claim discuss Sexual Harassment frequently (top 2 box), which is highest out of the five issues
for which this question was asked (Racial Inequality, Curbing Climate Change, Income
Inequality, Gun Control, and Sexual Harassment.)
 62% of consumers would like if a brand associated itself with the Sexual Harassment issue,
which is higher than the average across all five issues and makes Sexual Harassment the only
issue that scores higher than the average on both being discussed frequently and being
appealing as an issue brands should align with (top 2 box).
 Equally as important, Sexual Harassment scores high on these measures across segments such
as party affiliation, age, and gender. A brand addressing the issue of Sexual Harassment can
feel more confident of both aligning with their consumer’s values and not alienating large
numbers of opponents within their consumer base.
 And as Sexual Harassment is a workplace issue, companies would be well-suited to publicize
their personal address of workplace harassment issues as a step towards authenticity.
 Brands should pay attention to issues that inherently make
sense as well, especially if they align with their consumer
base.
 One example may be Gender Inequality, which while not scoring as high on other issues in
terms of measures such as general importance, does rank particularly high with Females.
Brands that target women specifically may want to consider associating with Gender Inequality
as it is important to their consumers specifically and would aid in authenticity.

Social Issues and Brand Associations:
General Findings

Consumers see brands as more socially active these
days, though motivations run the gamut
 As shown in the chart to the right, nearly ¾ of
consumers think brands are more likely to
associate with a social issue these days. And
some do think this is borne of altruistic
motivations:
 “I think they see it as a way to give back to the
community and to connect with more
consumers.” (Female, Millennial, Democrat)
 Brands, however, need to be careful as several
consumers often suspect more self-serving
motives for doing so, such as gaining business
or positive press:
 “Some see it as a selling tool. Get on board with
a social issue and the side of the majority to
make themselves look good and generate a
higher customer base.” (Male, Millennial,
Independent)
 Some note social media as being a driving
reason:
 “They're more likely because people will put
pressure on them through social media for them
to take a stance.” (Male, Millennial,
Independent)
73%
9%
Top 2 Box
(Brands are much
more/somewhat more
likely to associate with a
social issue these days)
Bottom 2 Box
(Brands are much
less/somewhat less likely
to associate with a social
issue these days)

Brands such as Facebook, Apple, and Nike are
mentioned as brands to focus on social issues
What types of
companies/brands MAKE
THE MOST SENSE to align
with social issues?
What types of
companies/brands DO NOT
MAKE SENSE to align with
social issues?
 Consumers mention food-related brands as brands that both should and should not align with social issues,
showing that this category carries with it an element of polarization in this matter.
 Consumers do mention specific brands as making sense to associate with issues. Facebook, Apple, Nike, the
NFL, and Amazon are all mentioned.
 Categories that carry negative associations for some (cigarettes/tobacco, alcohol) are mentioned as not
making sense to align with issues.
Additionally, some do note
brands that directly align
with the issue they support
as making the most sense.
“Nike, for one because they
sponsor tons of young black
athlete's. They better act like
they care about the community.”
(Male, GenX, Democrat)
“The obvious example would be,
for example, a pet food company,
supporting animal rights.” (Male,
Boomer, Independent)

Brands have to be careful of social issues as it often
comes down to taking sides
 Most that would patronize a brand
aligning with an issue say this brand
would have to align with their views.
• “If they support LGBT issues for example, I
will use them more, because it makes me
feel accepted in the world.” (Male,
Millennial, Independent)
• “I will [be] more likely to buy a brand if it is
helping a cause or social issue that I
strongly believe in.” (Female, GenX,
Republican)
• “I am willing to pay a premium if I know
the company is helping a cause that I
believe in.” (Male, GenX, Democrat)
 And those that would not patronize
brands focusing on issues often point to
real-life examples of brands not aligning
with their own values/views.
• “I suddenly remembered that Starbucks
took a stand a while back to hire illegal
immigrants after Trump's orders. So I will
not patronize Starbucks for this reason.
We have no idea if these immigrants are
for or against us.” (Female, Boomer,
Republican)
• “Take Chick-fil-A for example. I think they
make fantastic fast food, but I disagree
with some of their social stances.” (Male,
Millennial, Democrat)
50%
22% 28% 35%
8% 6%
14%
Top 2 Box Much more
likely
Somewhat
more likely
No impact Somewhat
less likely
Much less
likely
Bottom 2
Box
How likely are you to use, purchase, or consume brands
that associate with social issues, compared to those that
don’t? (n=97)
 Half of consumers are more
likely to use, purchase, or
consume brands that associate
themselves with social issues
than brands that don’t (top 2
box).
 35% of consumers say this
type of association has no
impact.
 14% would be less likely to
use, purchase, or consume a
brand that associates with
social issues (bottom 2 box).

Consumers are passionate about issues such as Sexual
Harassment, Issues of Inequality, and Gun Control
Importance of Social Issues (Top 2 Box)
50%
51%
56%
57%
59%
67%
68%
69%
71%
73%
75%
75%
78%
78%
83%
84%
88%
Removal of confederate monuments
NFL players taking a knee in protest
Same-Sex Marriage
Transgender individuals in the military
LGBT Adoption Rights
Government funding of planned parenthood
Mandatory health insruance for contraception
Country-of-origin travel bans
Establishing a path for "Dreamers"
Curbing Climate Change
Abortion Rights
Businesses refusing goods/services based on religious beliefs
Gun Control/Restrictions/Security
Gender Inequality
Racial Inequality
Income Inequality
Sexual Harassment
“Racial inequality is important to me because I think the progress
made in the 1960's and 1970's is starting to slip. With Racial
inequality comes income inequality and it affects other areas like
policing and the judicial system.” (Male, Boomer, Independent)
“It’s infuriating to me that we are more concerned
with people’s rights to own a damn semi-automatic
than we are with people’s actual lives.” (Female,
Millennial, Democrat)
“I think sexual harassment
has been going on far too
long in the workplace and
everywhere else. Everyone is
afraid of losing their jobs or
people not believing them
whether it's male or female
and I think it's time
something is done about it..”
(Female, GenX, Republican)

Party affiliation and gender play a role in perceived
issue importance
Total Democrats Republicans Males Females
Racial Inequality 1st 1st 2nd-tie 1st 1st
Income Inequality 2nd 2nd 6th 2nd 3rd-tie
Gun Control/Restrictions/
Security
3rd 4th 2nd-tie 3rd 5th
Gender Inequality 4th 5th 4th-tie 6th 2nd
Curbing Climate Change 5th 3rd 10th 4th 6th
Sexual Harassment 6th 8th 4th-tie 7th-tie 3rd-tie
Abortion Rights 7th 5th 6th 5th 9th
Establishing a path for
“Dreamers”
8th 5th 9th 7th-tie 7th
NFL Players Taking a Knee in
Protest
9th-tie 17th-tie 1st 9th 10th
Country-of-Origin Travel Bans 9th-tie 17th-tie 6th 10th 8th
How do different
segments rank
issues?
(Score based on
issue being
ranked 1 or 2)
 When asked how they would rank these issues from 1 to 17 in terms of importance, Inequality remains a top concern
as does Gun Control. Curbing Climate Change also makes a showing in the top 5.
 The most striking differences occur when results are analyzed by party affiliation. NFL Players Taking a Knee in Protest
shows the biggest gap between Democrats and Republicans, with it being the issue most likely to be ranked 1 or 2 by
Republicans and least likely to be ranked similarly by Democrats. Republicans also rank Sexual Harassment and Travel
Bans higher than Democrats while Democrats rank Income Inequality, Curbing Climate Change and “Dreamers’ higher.
 While Females rank both Gender Inequality and Sexual Harassment higher than Males, Males are more likely to rank
Abortion Rights higher.

Sexual Harassment is an important “brand-safe” issue
for all consumers
 Once respondents had identified their top issues in terms of importance and prioritization, results were
analyzed and, using Invoke’s proprietary technology, respondents were exposed to the issues that scored
highest across these measures.
 Respondents were exposed to each issue in detail and possible stances one could take and then asked a
number of questions.
 In addition to other questions, respondents were asked how often they discuss this particular issue and how
appealing it would be for a brand to associate with this issue (on a 5-point scale).
Top 2 box “I discuss this
frequently”
Average: 60%
Top 2 box appeal of
brand associating with
specific issue
Average: 57%
Low
Low
High
High
• Curbing
Climate
Change
• Gun
Control
• Income
Inequality
Avg • Racial
Inequality
• Sexual
Harassment
 As can be seen in the chart to the left,
Sexual Harassment is the only issue (out
of the 5 tested) that rose above the
average in terms of both measures.
 This positions Sexual Harassment as
an important issue to consumers
and overall appeals as one with
which brands could align.
 Both Racial Inequality and Gun Control
are seen as hot-button issues that
brands may want to stay away from
while Income Inequality and Curbing
Climate Change appear safer for brands
but may not be as top-of-mind.
 Sexual Harassment remains an issue
in the top quadrant across party
affiliation, age, and gender
segments. It should be noted, however,
that Democrats, Millennials, and Females
also score Racial Inequality as an issue
they discuss and would like to see
brands align with.
Sexual Harassment
Top 2 Box Measures:
• “I discuss this
frequently”: 70%
• Desire for brand
association: 62%

Standpoints on Sexual Harassment and brands that
associate with it cross party, age, and gender lines
“Both men and women can be victims, and I think it is absolutely
unacceptable, and an issue where everyone needs to be proactive on
not allowing it to continue to happen.” (Female, Millennial, Republican)
“I think it's an important issue because it's literally rampant and
was just accepted. I think the culture is changing and it's showing
support to people who used to be scared to say anything..”
(Female, Millennial, Democrat)
“It's an issue very close to
me. I am a victim.” (Female,
Boomer, Democrat)
“Although harassment of any
kind is intolerable, the fact
that people are coming
forward is an inspiration to
the fact that all people need
to be safe from harassment.”
(Male, GenX, Democrat) “I think that everyone in the country would agree that
sexual harassment should not be tolerated. If not,
they are probably one that does this. I think that
brands could help bring light on this subject.” (Male,
GenX, Republican)
“I refinanced my student loans with SoFi. I really like
the brand. They had a ‘sexual harassment’ scandal
and fired their CEO (he ‘stepped down’) and I
respected the company more for acknowledging the
incident and being transparent. It happened.... but
they addressed it swiftly.” (Male Millennial,
Republican)
“Because the issue is of such
importance right now and it
affects both men and women,
young and old, this is an issue
that affects most everyone and
definitely needs to be brought
to light. If a company takes a
stance to end sexual
harassment, I would be more
inclined to support that
company by purchasing their
products, services, etc., in order
to continue the fight against
sexual harassment..” (Female,
GenX, Republican)

Sexual Harassment is important to consumers and
seen as an appealing issue for a brand to focus on
Key Measures – Sexual Harassment (Top 2 Box)
 88% of total consumers find the issue of Sexual Harassment important (top 2 box) and 70% discuss the
issue frequently (top 2 box).
 97% of Democrats find this issue important, which is significantly higher than the 73% of Republicans
that say the same (top 2 box).
 62% of consumers would like if a brand associated with the issue of Sexual Harassment.
Top 2 Box
Total
(n=97)
Party Age Gender
Democrat
(n=37)
A
Republican
(n=30)
B
Millennial
(n=44)
C
Non-
Millennial
(n=53)
D
Male
(n=49)
E
Female
(n=48)
F
Overall
Importance 88% 97% B 73% 84% 91% 84% 92%
Discuss
frequently 70% 78% 70% 66% 74% 65% 75%
Appeal of brand
association 62% 73% 57% 71% 55% 67% 56%
Stat testing (95%): A/B, C/D, E/F

Most consumers share the view that Sexual
Harassment is an issue that needs to be addressed
90% think Sexual
Harassment is an issue for
the US and needs to be
addressed/rectified.
100% of Democrats say this, which
is higher than Republicans (83%).
Only 4% of total consumers
do not think Sexual
Harassment is an issue that
needs to be addressed.
“I feel very strongly about the Me Too
campaign and what it stands for. I think
that people in general both women and
men experience sexual harassment
everyday in all aspects of their life.”
(Female, GenX, Democrat)
“I feel this issue is totally getting out of
hand. Women stating something that
happened 30 some years ago and now
they come forward. They should provide
proof, it makes it so very easy for this
to occur now. The man accused has to
prove his innocence.” (Female, Boomer,
Republican)
While still low, the 9% of Trump
voters that say this remains
significantly higher than the 0% of
Clinton voters that say the same.

Racial Inequality shows significant differences in
terms of importance and brand appeal across parties
Key Measures – Racial Inequality (Top 2 Box)
 83% of consumers find Racial Inequality an important issue and 67% discuss it frequently (top 2 box).
 Democrats are significantly more likely than Republicans to find this issue important (97% vs. 67%) and
discuss it frequently (87% vs. 60%) (top 2 box).
 Just over half of respondents (57%) would like to see a brand associate itself with Racial Inequality (top 2
box).
 Democrats, once again, are more likely than Republicans to say this (78% vs. 43%, top 2 box).
Top 2 Box
Total
(n=97)
Party Age Gender
Democrat
(n=37)
A
Republican
(n=30)
B
Millennial
(n=44)
C
Non-
Millennial
(n=53)
D
Male
(n=49)
E
Female
(n=48)
F
Overall
Importance 83% 97% B 67% 82% 83% 76% 90%
Discuss
frequently 67% 87% B 60% 75% 60% 67% 67%
Appeal of brand
association 57% 78% B 43% 71% D 45% 57% 56%

While all Democrats think Racial Inequality is an
issue, some Republicans do not agree
81% of consumers think
Racial Inequality is an issue
for the US and needs to be
addressed/rectified.
12% do not think Racial
Inequality is an issue that
“We have all witnessed how blacks are
treated differently by police and no one
can deny this. I am for the fairness of
all people to be treated equally and I
think this is a very big reality that black
people live with and white people don’t
relate or ignore the issue.” (Female,
GenX, Democrat)
“I don't think racial inequality is as much of
a problem as people assume. Looking at
both sides of the coin, it seems that the
press gives a lot of attention to some
things and just escalates it. A lot of other
races have worked their way up - anyone
with a different skin color should look to
people like Oprah and Barack Obama. If
they can do it, anyone can.” (Female,
Millennial, Republican)
Republicans (20%) are more likely
than Democrats (0%) to think this
is not an issue.

Income Inequality is seen as important but it is not
being discussed as frequently as some other issues
Key Measures – Income Inequality (Top 2 Box)
 84% of consumers find Income Inequality important but just over half discuss it frequently (top 2 box).
 100% of Democrats find this issue important, which is significantly higher than the 60% of
Republicans saying the same (top 2 box).
 63% of total consumers would find it appealing if a brand associated with Income Inequality (top 2 box).
 Democrats (78%) are significantly more likely than Republicans (53%) to say this (top 2 box).
Top 2 Box
Total
(n=97)
Party Age Gender
Democrat
(n=37)
A
Republican
(n=30)
B
Millennial
(n=44)
C
Non-
Millennial
(n=53)
D
Male
(n=49)
E
Female
(n=48)
F
Overall
Importance 84% 100% B 60% 86% 81% 80% 88%
Discuss
frequently 55% 57% 53% 64% 47% 55% 54%
Appeal of brand
association 63% 78% B 53% 66% 60% 59% 67%

Democrats remain more likely to see Income
Inequality as an issue than Republicans
80% of consumers think
Income Inequality is an
issue for the US and needs
to be addressed/rectified.
8% of consumers do not
think this is an issue that
“This is almost a no brainer really. We
have a large population of poor and the
middle class is slowly fading away.
Education of children and the extent of
a proper education is determined by
how affluent or poor your zip code is.”
(Female, GenX, Democrat)
“We live in a country of capitalism.
Everyone has the same opportunity to
make money. Some should not be
punished for others actions. If wealth is
redistributed, the country would be very
unstable” (Male, GenX, Republican)
Republicans (20%) are more likely
than Democrats (0%) to think this
is not an issue.

Gun Control is an important issue (especially for Dems
and Millennials) but less appealing as a brand issue
Key Measures – Gun Control (Top 2 Box)
 78% of total consumers find Gun Control to be an important issue and 63% discuss it frequently (top 2 box).
 Democrats (92%) find this issue more important than do Republicans (60%) (top 2 box).
 Millennials are also more likely to find this issue important (89%, top 2 box).
 41%, however, would like to see a brand associate with the issue of Gun Control and this level of appeal
remains similar across segments (top 2 box).
Top 2 Box
Total
(n=97)
Party Age Gender
Democrat
(n=37)
A
Republican
(n=30)
B
Millennial
(n=44)
C
Non-
Millennial
(n=53)
D
Male
(n=49)
E
Female
(n=48)
F
Overall
Importance 78% 92% B 60% 89% D 70% 74% 83%
Discuss
frequently 63% 65% 67% 59% 66% 65% 60%
Appeal of brand
association 41% 43% 43% 46% 38% 45% 38%

Gun Control is an issue that divides across party and
age lines
63% of consumers are for
increased gun control.
Democrats (84%) are more likely
than Republicans (40%) to say this
and Millennials (75%) are more
likely than Non-Millennials (53%).
33% of total consumers are
against more gun control.
50% of Republicans say this, which
is significantly higher than
Democrats (16%) and Non-
Millennials (43%) are more likely
than Millennials (21%) to say this.
“So many dangerous situations have
been caused by the use of weapons in
the recent months; that should serve as
examples of why gun control laws
should be more strictly enforced.”
(Female, Millennial, Democrat)
“Because criminals will always find a
way to purchase illegal fire arms. Why
should I not be able to purchase what I
want?” (Female, GenX, Republican)

Curbing Climate Change is not top-of-mind but brand
associations are appealing
Key Measures – Curbing Climate Change (Top 2 Box)
 73% of consumers find Curbing Climate Change important but under half discuss the issue frequently (top 2
box).
 Democrats (89%) are more likely than Republicans (63%) to see the issue as important (top 2 box).
 Millennials (61%) are more likely than Non-Millennials (38%) to discuss this issue frequently (top 2
box).
 62% would like if a brand associated with Curbing Climate Change (top 2 box).
Top 2 Box
Total
(n=97)
Party Age Gender
Democrat
(n=37)
A
Republican
(n=30)
B
Millennial
(n=44)
C
Non-
Millennial
(n=53)
D
Male
(n=49)
E
Female
(n=48)
F
Overall
Importance 73% 89% B 63% 73% 74% 78% 69%
Discuss
frequently 47% 60% 37% 61% D 38% 55% 45%
Appeal of brand
association 62% 78% 57% 68% 57% 67% 56%

While most believe action needs to be taken to curb
climate change, party affiliation does play a role
68% think action needs to
be taken to curb climate
change
Democrats (87%) are more likely
than Republicans (53%) to say this.
13% think action to curb
climate change is not
needed.
Trump voters (24%) are more likely
than those that voted for Clinton
(7%) to say this.
“I believe that mankind was put here to
steward (take care of, manage) the
earth, not dominate it to its detriment.
There fore, since scientist say that there
are ways to help the environment heal,
I am all for it.” (Female, GenX,
Democrat)
“I am one that does not believe that
climate change is occurring. I have seen
no scientific proof. Any small changes
that have occurred over the years are in
line with the changes we have seen in
our history. I think this is a political
topic used to try and scare people.”
(Male, GenX, Republican)

“Thanks for reading. I hope you
enjoyed the report and feel free to
reach out with any questions or
comments”
-Wayne Goodreau
Wayne Goodreau
Research Director
wayne.goodreau@invoke.com
781.810.2744

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