Nearly 80 percent Consumers Want Enterprises to Take a Stand on Human Rights

Nearly 80 percent Consumers Want Enterprises to Take a Stand on Human Rights

People wants businesses to manifest social responsibility by taking stances on pertinent social issues where some issues are more divisive than others, according to Clutch. However, they encourage businesses that take stances on topics related to environment (89 percent), human rights (80 percent), gender (74 percent ), and politics (56 percent), wherein issues regarding environment and human rights are the least likely to cause controversy. “The environment and human rights are universal and these will always be issues resonate with people,” professed Patrick McCaully, CEO, Pointman News Creation.

Clutch’s survey also revealed that political social are the most divisive. Majority of consumers stop shopping with an enterprise that take a stance either on politics (15 percent), or gender (10 percent) than on environment (two percent) and human rights ( five percent). PR agencies & experts considered this specifically difficult for enterprises as the line between what is and isn’t political blurs. Businesses should consider how the issue relates to their brand identity and if it will resonate with their audience (according to PR agencies & experts). Clutch’s 2019 PR and Corporate Social Responsibility Survey included 420 U.S. consumers who made a purchase in the past six months.

Sometimes, silence is still the best choice for businesses as some issues are safer than others. However, enterprise that stay silent  are at lower risk of losing consumers than those who take a stance whereas about two-thirds of populace (63 percent) strive to continue shopping at enterprises that stay silent on issues they care about, while slightly fewer people (58 percent ) say they would continue shopping at businesses that take stances on issues they disagree with. “You don’t make the decision to jump into a social movement because it's trendy or to generate buzz. You do it because it is a belief the runs through the soul of your brand, ” said Scott Hancock, CEO, BLVR.

On the flip side, nearly 52 percent people think businesses should communicate stances on social issues via social media platform. Businesses risk losing control of the intended message and thus need to have a well-planned crisis communications strategy in place. Explaining further, McCaully said, “Once you take a strong position through public relations or social media, it had better be what you believe, can back up, and feel good about as a company because you’re going to open yourself up to criticism”.

Clutch, a leading B2B research, ratings, and reviews firm links small & medium businesses with the best-fit agencies, software, or consultants they need to tackle business challenges with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presence.

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