What is the reason for this distrust?

[rochon.a1.119]

Today, ethical brand values ​​have become mainstream culture and brand activism is now seen as commonplace.

Set up a new project

with SEMrush Position Tracking

Enter your domain
Try it now! →
ADS illustration
Very nice, but it doesn't quite work
The big question is: To what extent do consumers care about Sustainability Reports?

Do we believe all these "do-gooder" messages that brands send us?

Are content that seeks to position brands as agents of georgia phone number list change bearing fruit?

The answer seems to be NO.

According to a recent study , the number of consumers who expect brands to make efforts to contribute to social welfare is increasing significantly.

In 2017, they reached 75%, compared to 69% in 2015.

On the other hand, the number of consumers who believe that the brand provides a real social benefit has barely increased by 1%, remaining at 40%.

That is, three-quarters of users can see the ability of brands to bring benefits to society, but very few of them believe that brands are being effective in this.

It seems clear that the great efforts of brands to create content around their social initiatives are not reaching consumers, who are increasingly skeptical.



In their efforts to connect with the values ​​of their audiences, marketers relegate the company's commercial objective to the background.