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Channel Factory survey shows brand purpose ranks high with consumers

Channel Factory survey shows brand purpose ranks high with consumers

A majority of consumers are highly influenced by a brand’s purpose, according to a study released by Channel Factorythe global ad performance platform for YouTube.

The Consumer Sentiment and Conscious Advertising study of 1,000 adults between the ages of 18 and 65 found that 69% preferred to buy from brands committed to socially conscious causes.

Additionally, 68% of consumers prefer to buy from brands that are committed to making online environments more positive and 60% prefer to buy from those committed to making these environments diverse and inclusive.

For years, we have tip-toed around the need for advertising to be held more accountable – to be ethical, conscious, and conscientious,” said Tony Chen, founder and CEO of Channel Factory. “Undoubtedly, 2020 has accelerated this and consumers have made it clear that they want to be surrounded by content that speaks to them, is relevant and engaging.”

The report also outlines consumer sentiment towards advertising with 54% of consumers stating they would have a negative opinion of brands that run their ads on content made by creators whose social values they disagree with.

Consumers are also looking for inclusivity, with 60% stating they feel more positive about a brand knowing they advertised in diverse environments.

Additionally, consumers are looking for relevant content, with 73% stating they are more likely to buy from brands whose ads are relevant to the content they’re consuming on YouTube.

“What we hear from consumers is that they care what kind of content their favourite brands are funding, what they are supporting and how their investments reflect their values,” said Stevan Randjelovic, director of brand safety and digital risk with GroupM. “This is why it is important for the industry to continue to pursue strategies that factor in diversity, equality and inclusion, environmental and social sustainability and other areas of responsible investment.

“We have to work together as an industry to ensure we are funding the responsible creators and that we don’t over block certain words that could defund key news organisations.”

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