Client is more political shopping

In times of political polarization, consumers have been shown to be more sensitive to positioning of the brands. According to a study by Edelman Earned Brand, 69% of respondents boycotts – or buy more — of retailers with which line up, or disagree politically. The result was 13 percentage points above the last indicator, for 2017. "The question today is no longer whether a brand should position itself, is related to how it should do it consistently and true, engaging their stakeholders", argues the engagement Vice President for Marketing at Edelman, Faye Xenia Ursini. According to her businesses need to start thinking more carefully on how to put in front of the consumer. "The secret is to know your audience and think long-term to the chosen position connect the essence of the company to its customers," he suggests. The study also reveals that consumers believe that companies are a more effective force for change of the Government. In Brazil, 63% of respondents say that brands can do more to solve social problems than the Government, and 62% believe that it is easier to make the marks to solve social problems than getting the Government to act. This movement, however, is not exclusive of the Brazil. Following a worldwide trend, all age groups have in your most consumers who respond to political positioning. 70% of Brazilians with 18 to 34 years; 75% with 54 and 60% to 35 with 55 or more consider the brand positioning to consume a product or service, while 66% of respondents from low-income, middle-income and 72% 71% of high income share the same behavior. Faye Xenia remember that apart from political issues, consumer engagement and gives the brand positioning with social relations and activism. And this is reflected in the growing importance for the consumer brand communication about your positioning. 55% of respondents have shown intention to buy when they are impacted by a company's communication on their values or beliefs, while 56% have become open to consume to see the campaign of a product.