“Disquiet in people’s lives is leading to anything but quiet in streets and city squares,” said António Guterres, the UN Secretary-General, in October 2019. “It is clear that there is a growing deficit of trust between people and political establishments, and rising threats to the social contract... Even where people are not protesting, they are hurting and want to be heard.”
‘Do better’ was the rallying cry of 2019, whether that related to tackling gender inequality and climate change or expressing dissatisfaction with political leaders and calling for economic reform. And it’s not just policy-makers and institutions that people are demanding more from. According to the 2019 Edelman Trust Barometer, 53% of consumers expect brands to get involved in at least one social issue that’s not directly related to their business. If brands don’t meet these socially responsible expectations, people will make their opinions known.
According to research conducted by Canvas8, 67% of Americans and 66% Britons say that if a brand they regularly use did something that fundamentally went against their social values, they would express their views in some way. A third (34%) of Americans and 28% of Britons would tell their friends and family to stop using that brand, while 25% and 27% respectively would sign petitions.
Dig deeper into the 2020 Expert Outlook here or download the full report here.