Eighty-seven percent of consumers said they’re more receptive to a brand’s messages if they know the company’s beliefs and values. As to why this resonates so well in consumer psychology, respondents said knowing a brand’s beliefs and values makes them feel more trust toward the brand (62%), better know the brand’s authentic identity (44%) and better believe the brand’s purpose (34%).Iterable
For years, marketers viewed racial messages, and especially the Black Lives Matter movement, as divisive. They inserted provisions into contracts that specifically prohibited influencers from talking about police or using the #BLM hashtag. “The country is morally divided, and actively taking a stance felt outside of their area of expertise and risky to their bottom line,” says Karyn Spencer, chief marketing officer for Whalar Ltd., an influencer management and social media advertising agency.