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Study: Brand activism sways buying behavior, brand impression for 58% of consumers

It has been about 10 months since the police killing of George Floyd spurred global protests about racial justice, causing many brands to weigh in on the Black Lives Matter movement and, in some cases, make changes to their logos and product names. Piplsay’s latest survey finds that a plurality of U.S. consumers view such brand activism in a positive light, even if questions about the reasoning and impact of the movement remain.

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