PPB January 2020

Getting Social About Social Issues Consumers mostly want to hear from brands on these topics: • Natural disasters or crises: 76% • Education: 74% • Environmental issues: 71% • Human rights: 70% • Poverty/ homelessness: 69% • Military/veterans’ issues: 68% Source: Sprout Social A Look Back On History’s Largest Marches These marches drew the biggest crowds in Washington, D.C.: • The March On Washington For Jobs And Freedom (1963) – 250,000 • Demonstration Against The Vietnam War (1969) – 500,000 to 600,000 • The Million Man March (1995) – 450,000 to 1.1 million • Inaugural Women’s March (2017) – 500,000 • March For Our Lives (2018) – 800,000 Source: USA Today The Most Critical Issues In 2020 Americans say these issues matter most at the ballot box this year: • The economy: 24% • Health care: 21% • Immigration: 15% • The environment: 13% Source: CNBC and Acorns How Active Are Activists? • 20% of Americans say they have attended a rally or march in the past two years. • 26% say they have participated in other ways. • 55% are less engaged. Source: Kaiser Family Foundation/Washington Post brand stands for, many will pull their dollars. In fact, 90 percent of Millennials say they would switch brand allegiance to support an issue they care about, according to the Haas School of Business at Berkeley. When it comes to political and social issues, consumers want to trust the brands they support. The Edelman survey reveals that 81 percent of people say they must be able to trust a brand to do what is right. Through promotional campaigns focused around marches, rallies and social movements, brands can make significant strides in building authenticity and connecting with their target audience. | JANUARY 2020 | 59 GROW