Infographic: Same-Sex Marriage Supporters Want Brands to Take a Stand

And 21% think representation in media is stereotypical

68% of survey respondents agreed that technology has increased their involvement with political and social concerns. Getty Images
Headshot of Sammy Nickalls

As recently as five years ago, taking a political stand was often far too much of a risk for many brands, but now, it seems to be more of a risk not to, according to new research from global media and marketing services company Mindshare in partnership with software provider Lightspeed.

Focusing on respondents who agree that same-sex marriage should be legal, Mindshare found that 65 percent of people ages 18-24 like it when brands take a stand on issues, compared with  just 12 percent who don’t. Those numbers remain relatively consistent until they start to swing in the opposite direction with older generations—but not as much as you’d expect.

“When it comes to inclusiveness, society, while still having a long way to go, is moving forward faster than the majority of brands,” said Victoria Cook, partner, audiences, Mindshare. “Companies need to think quickly about how to be more progressive in all of their communications to not be considered out of touch, particularly among today’s youth.”

This story first appeared in the Feb. 4, 2019, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.