Hopping on the Brandwagon?

As U.S. companies increasingly face pressure to take public stands on political and social issues, new polling reveals consumers are divided on the matter. New data collected by our Research team shows while some Americans expect companies to take a stand, nearly half say it’s inappropriate – and many are willing to vote with their wallets. 

• Public sentiment is mixed:

  • 47% say it’s inappropriate for companies to comment on political and social issues.

  • 20% believe it’s appropriate for them to do so.

  • 58% believe companies have a responsibility to speak out on issues impacting employees.

• Backlash is common:

  • 30% of Americans have completely stopped purchasing from a company due to its stance on politics or current events.

  • Another 30% reported reducing their spending for the same reason.

• Many consumers doubt companies’ sincerity:

  • 31% say financial gain is the main driver behind political statements.

  • 28% cite appealing to certain customers.

  • 24% say it’s to improve brand image.

  • 20% say responding to public pressure.

• Top brand offenses for consumers:

  • 39% cite poor product or customer experience.

  • 38% cite bad hiring or firing practices.

  • 36% cite insensitive ad campaigns.

• In a crisis, consumers want honesty and visibility:

  • 47% want a public apology and admission of wrongdoing.

  • 39% want to see brands update business practices.

  • 31% want brands to publicly address the issue.

• Where they want to hear it: 

  • 47% prefer to see these communications happen over social media.

  • 37% prefer TV interviews.

  • 20% prefer video messages.

  • 13% prefer podcasts and blog posts.

• Transparency matters – but it’s not always a dealbreaker:

  • 55% say it’s important that brands be transparent about their social views.

  • 30% would think less of a brand that underpays on taxes – but most would still buy from them.

  • 18% would boycott entirely.

  • 4% would actively campaign against the brand.

Earning media coverage of company research can be challenging given the crowded news environment and reporters’ general skepticism about company-sponsored content.

Several factors can make research more compelling for reporters. Peer-reviewed research conducted by a reputable third-party group can often make it more credible, and timely topics or surprising findings can make it more newsworthy. 

But if pitching the research on the day of publication doesn’t quite get the media coverage you’d been hoping for, here are some other ways to draw attention to your findings: 

• Newsjacking: Closely following the coverage of reporters in your space – and predicting how they’ll cover ongoing news cycles – can create opportunities to reach out with key data points from recent research that may work its way into their coverage and bring attention to your findings. (Check out this previous edition of CIC for additional perspective on newsjacking.)

• Op-eds: In thought leadership pieces like op-eds, data is key in supporting your perspective – having accurate, strong proof points from research can strengthen and bring further credibility to your argument and call to action.

• Social media: Highlighting key findings of your research on social media can bring visibility to your data and keep your audience up to date on your organization’s work. Your audience may also be inclined to use your data for their own materials if it’s relevant to their work.

• Executive speaking engagements: Research can provide fresh proof points for your organization to weave into conference talking points, which will draw attention to your data while demonstrating your organization’s leadership in the field in front of tailored audiences.

To sign up for Health Media Insights, email health@fgsglobal.com.

The nuclear energy revival is gaining momentum – and now, even the most cautious development banks are taking notice. Just days after the World Bank reversed its longstanding ban on funding nuclear projects, the Asian Development Bank is reportedly weighing a similar move. It’s a major shift for institutions that have historically shunned nuclear energy, and it reflects growing pressure from key shareholders like Japan and Germany, as well as the intensifying demands of the energy transition.

With many countries racing to build data centers, semiconductor fabs and other power-hungry infrastructure, future electricity consumption is set to soar. Meeting this rising demand without derailing net-zero targets will require a steady supply of low-carbon baseload power – and nuclear remains one of the few proven options.

Already, nuclear energy is regaining political and even public support, as new reactor technologies are emerging and nuclear start-ups are attracting record funding. With endorsements from heavyweight institutions like the World Bank and ADB, nuclear energy is poised for a revival in the global energy mix that could prove pivotal for the planet’s energy and climate future.

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