Brands’ social stances affect half of Australians’ buying decisions, survey finds

Over half of Australians make purchase decisions based on a brand’s social and political stances particularly on fair trade, global warming and animal cruelty, a study has found.

Commissioned by public relations agency Hotwire, The Issue with Brands survey found the political and social issues which have the most impact on purchase decisions are fair trade at 39%, global warming and animal cruelty at 34%.

Out of the 1,500 Australian consumers aged between 18 and 74, 52% said a brand’s public stance affects their purchasing decisions while 16% said they would are more likely to buy from a brand if its views align with their own.

Another 11% said they would recommend the brand to their friends if its views were aligned.

For brands whose perceived views to do not align with its consumers, 23% said they would be less inclined to make a purchase.

Sexism (26%) and same-sex marriage (23%) are the top issues consumers would like to know a brand’s stance on.

Of the people surveyed, 22% said they wanted to know more on Apple’s stance on fair trade and 14% said they would like to know more about the brand’s stance on racism.

For Qantas, 21% noted they wanted to know its stance on global warming while 14% said they wanted to know what it thought about fair trade.


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