Racism, Sexism and Politics Are Key Triggers for Brand Boycott, According to a Euclid Survey

Consumer Survey finds that brands’ social and political actions can lead customers to boycott brands entirely

San Francisco, California, UNITED STATES

SAN FRANCISCO, Dec. 13, 2017 (GLOBE NEWSWIRE) -- Euclid, the leading data platform for offline attribution and store visit retargeting, today revealed results of a commissioned survey, which found that brand behavior with racist and sexist overtones can severely impact a brand’s bottom line and even lead consumers to boycott the brand entirely. 

Shoppers are generally no longer willing to attribute bad brand behavior to an isolated incident of poor judgment. As the prevalence, reach and influence of social media platforms continue to grow, every mistake and inappropriate action has the potential to go on public display, shaping brand perception.

Euclid’s Evolution of Retail 2017, What Kills Customer Loyalty Survey report, which polled more than 1,500 U.S. consumers, found that 58 percent of respondents said they would boycott brands or retailers that appeared racist and 50 percent would boycott brands that appeared sexist. The report also found that Baby Boomers are the most sensitive to these issues; 55 percent of consumers ages 55 and above are more likely to find issues with brands showing signs of sexism compared to younger generations, including ages 18-34 (48 percent) and ages 35-54 (46 percent).

Shoppers weren’t eager to embrace brands with overt political leanings either. According to Euclid’s survey, 32 percent of consumers said they would boycott a brand for taking a political stance that is different from theirs. However, political leanings ranked lower compared to insensitive comments on social platforms (45 percent) and negative stories about the company in the news (40 percent).

“We live in a world where brand reputation is more than what you sell,” said Brent Franson, CEO of Euclid. “It’s what you stand for and how you act. Social media has provided speed and scale for brands’ missteps to go viral but make no mistake: it’s the customers that demand and expect more.”

“Our research shows that brands need to act ethically and inclusively to keep customers coming back,” continued Franson. “At a broader level, companies should think about how to build trust and transparency - so if and when mistakes are made, they have a strong foundation and the right channels in place to mend relationships.”

Key findings from the survey also include:

  • Bad corporate citizenship can alienate customers and can lead to brand boycotts: 45 percent of respondents would boycott a specific brand or retailer for insensitive comments on a social media platform
  • Consumers prefer that brands don’t take a stand on issues: 78 percent of respondents believe brands and retailers should avoid making public statements that take a political stance
  • Understanding customer preferences can help brands rebuild a broken customer journey: 41 percent of men would provide their email address or personal details to get updates on products they like vs. 29 percent of women

To download a free copy of Evolution of Retail 2017: What Kills Customer Loyalty survey report, visit: http://go.geteuclid.com/triggers-for-brand-boycott

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About Euclid
Euclid illuminates identity and behavior in the physical world. Today’s mobile-first customer provides the opportunity to recognize every visitor who walks in the door, understand what drove that visit and retarget to influence a purchase. Marketers from the leading retail and restaurant brands rely on Euclid’s data platform to better reach, inspire and serve their customers, increasing their lifetime value in the process.

Euclid's growing offline network captures hundreds of millions monthly visits from over one billion unique devices across tens of thousands of locations.

Euclid is backed by leading venture capital firms Benchmark Capital and NEA, as well as Cox Enterprises and Groupe Arnault, the controlling shareholder of LVMH – Moet Hennessy Louis Vuitton, the world leader in luxury products.

Contact Information

Media Contacts:
Christiana Rattazzi
(408) 497-0612

Laurent Decosse
LEWIS for Euclid
(415) 432-2457