‘Brands are focusing on the wrong issues’: Study shows Aussies would boycott brands over political positioning

May 6, 2024 9:56

Brands should forget about politics and instead focus on the good, as 50% of Australians would boycott a brand over its position in current wars and conflicts, according to new data from Leo Burnett’s 2024 Good Study.

On Monday morning, Publicis Groupe’s creative agency unveiled the first part of its 2024 Good Study, in partnership with the holdco’s media agency Zenith Australia and the UTS Business School.

The study, which aims to provide business leaders data on ‘brand good’, found that Australians overwhelmingly agree that brands should do “some form of good” in the world (96%, compared to 88% in 2022).

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.