Public backs firms that support good causes online – survey

Activity by brands such as placing the Pride flag on social media accounts to support LGBT+ causes is backed by consumers.

Joe Lepper | 5th Jul 19
Image from Pride parade

The public welcomes link ups between brands and good causes, particularly on environmental and animal rights issues, a YouGov survey has found.

The survey asked consumers whether they think it is appropriate for brands and companies to openly support good causes.

The results show that a raft of charitable causes as well as firms can benefit from teaming up.

Among respondents, 86% said they are more likely to back brands taking a stance on green issues, while 77% said the same relating to animal rights issues.

Also welcomes by the public are firms that back diversity issues. Gender equality and feminism link ups are supported by 64% and LGBT+ rights and issues welcomed by 56%.

Younger consumers

Around a third of consumers aged between 18 and 44 say that the values of a brand on social and political issues is something they monitor. This was mentioned by 33% of 18 to 34-year-olds and 35 per cent of 33 to 45-year-olds.

Younger consumers are more likely than older members of the public to think more of a firm that supports LGBT+ issues. The survey found that 45% of 18-23-year-olds support a firm’s use of the rainbow flag on marketing such as social media accounts, compared to 35% of the national average. The gap rises from 72% for younger consumers versus 48 per cent of the national average when it comes to backing a firm that supports LGBT+ customers.

“From M&S’s sandwich to the Home Office placing the Pride flag on its social media accounts, more and more organisations are keen to display their support for the LGBT+ cause,” said a YouGov statement.