New Research Reveals Misalignment of Consumer Expectations of Brands Versus the Actions Brands Have Taken
According to Gartner’s survey, ninety-five per cent of chief marketing officers (CMOs) believe their companies should take the lead in finding solutions to critical societal and cultural issues.
Gartner surveyed 381 CMOs and senior marketing executives during September and October 2020 and found that their organisations have already taken concrete action to demonstrate a firm commitment to societal change.
“CMOs play a unique role in helping their organisations understand and respond to societal, cultural and political trends,” said Jay Wilson, vice president analyst in the Gartner Marketing practice. “As a result, marketing has taken on the responsibility of using the brand’s platform to build awareness of societal issues and communicate support for movements. However, there is some misalignment of consumer expectations of brands and the actions they report having taken.”
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Gartner found that 44 per cent of consumers report that their highest expectations of companies is for them to ensure their own policies and practices align with a cause, but only 37 per cent of CMOs report taking that action.
Twenty-four per cent of consumers say one of brands’ top two priorities should be donating money to cause, yet 46 per cent of CMOs report donations as a top action taken. “If part of a brand’s motivation for taking action on social issues is to align with what consumers want from brands, CMOs may need to review their priorities,” said Augie Ray, vice president analyst in the Gartner Marketing practice.
“Taking any action comes with risk in an increasingly polarised society. However, such risks are typically offset by having furthered or fulfilled the brand’s purpose.”
