{"id":399,"date":"2022-09-22T10:39:16","date_gmt":"2022-09-22T10:39:16","guid":{"rendered":"https:\/\/www.sortlist.com\/datahub\/?post_type=reports&#038;p=399"},"modified":"2023-07-28T13:53:44","modified_gmt":"2023-07-28T13:53:44","slug":"social-movements-mean-more-than-money-to-brands","status":"publish","type":"reports","link":"https:\/\/www.sortlist.com\/datahub\/reports\/social-movements-mean-more-than-money-to-brands\/","title":{"rendered":"When Social Movements Mean More Than Money to Brands\u00a0"},"content":{"rendered":"\n<div id=\"section-635158af9c41a\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">In this Marketing Report:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-635158af9c48e\">Over 80% Of Brands See the Importance of Highlighting Social Movements<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c4c0\">The Power of a Brand\u2019s Belief<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c4f8\">The #1 Reason Why Brands Act: Pleasing the Audience<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"#section-635158af9c55b\">The Key: Know Your Values and Know Your Team<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c597\">All Talk and No Actions?<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c5bf\">Staying Silent Is No Longer an Option<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c5e5\">59% Of Brands Keep To Their Values<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c607\">Education Is a Must to<\/a><a href=\"#section-block_62e79f36c089b\"> Overcome<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c62d\">Responsibility Lies in Your Brand\u2019s Hands<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c65f\">Conclusion<\/a><\/li>\n\n\n\n<li><a href=\"#section-635158af9c679\">Methodology<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>85%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center has-medium-font-size wp-block-heading\" style=\"font-style:normal;font-weight:400\">of surveyed brands are convinced that their position on social matter can influence opinions<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>60%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center has-medium-font-size wp-block-heading\" style=\"font-style:normal;font-weight:400\">of brand have never done a campaign based on a social movement&nbsp;<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-white-background-color has-text-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"color:#081f91;flex-basis:33%\">\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:50px;font-style:normal;font-weight:400\"><strong>\u00bd<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center has-medium-font-size wp-block-heading\" style=\"font-style:normal;font-weight:400\">of the surveyed companies don\u2019t have anyone to deal with inclusion topics internally<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\">You\u2019ve probably heard of Black Lives Matter, #metoo, Free Palestine, StopAsianHate, Strike for Climate, LGBTQ+\u2026Many studies have shown the importance of <strong>movement marketing<\/strong> or <strong>brand purpose<\/strong> on consumers buying intentions. 64% of the consumers aka Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left\">We wonder: how do brands deal with these <strong>social changes<\/strong>?&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left\">Sortlist surveyed 800 marketing managers from 5 countries to understand how they cope with those changes and where they stand on social matters.&nbsp;<\/p>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c48e\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">Over 80% Of Brands See the Importance of Highlighting Social Movements<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c4a4\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-bottom is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Brands believe in their social influence<\/h3>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The majority (80%) of the companies polled believe in the importance of social movements and the influence they may have on today\u2019s society.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/6-1-1.png\" alt=\"Influence brands\" class=\"wp-image-401\" width=\"535\" height=\"401\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/6-1-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/6-1-1-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/6-1-1-768x576.png 768w\" sizes=\"auto, (max-width: 535px) 100vw, 535px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With Dutch and Germans being more skeptical &amp; critical, about 20% of their respondents are less confident of the social influence of brands.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:11px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c4c0\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">The Power of a Brand\u2019s Belief<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c4d1\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">85% of brands believe they have an impact on social matters<\/h3>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Brands believe they mainly have impact on:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Changing <strong>people\u2019s opinions<\/strong> (28%)<\/li>\n\n\n\n<li>Giving <strong>visibility<\/strong> to a cause (24%)<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Most of the managers believe that a brand has the power to alter people\u2019s minds.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/1-7.png\" alt=\"Social movements and brands impact\" class=\"wp-image-402\" width=\"548\" height=\"412\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/1-7.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/1-7-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/1-7-768x576.png 768w\" sizes=\"auto, (max-width: 548px) 100vw, 548px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Dove<\/strong> is a good example of a brand that decided to change people\u2019s perceptions about female bodies. The brand can no longer be separated from body acceptance, and all feminine shapes are now part of the brand.<\/p>\n\n\n\n<p>Spain is the only surveyed country where the majority stands out with 28% convinced that <strong>brands<\/strong> mainly <strong>give visibility to a certain social matter<\/strong>. This with the aim of informing and educating their consumers.&nbsp;&nbsp;<\/p>\n\n\n\n<p>When it comes to social movements it seems that&nbsp;<strong>money isn\u2019t the objective<\/strong>.&nbsp; Only 12% of individuals polled believe that raising or donating money is the key to solving social issues.&nbsp;<\/p>\n\n\n\n<p>Change is not brought about via the use of money, but rather by informing,&nbsp;<strong>educating and highlighting<\/strong>&nbsp;important issues.&nbsp;<\/p>\n\n\n\n<p>70% of&nbsp;<a href=\"https:\/\/www.keranews.org\/news\/2020-06-18\/how-social-movements-impact-business\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Kera\u2019s survey<\/a>&nbsp;respondents said a CEO\u2019s public reaction to an issue, like the Black Lives Matter movement, would permanently&nbsp;<strong>affect their decision to buy<\/strong>&nbsp;from that company.&nbsp;<\/p>\n\n\n\n<div id=\"section-635158af9c4ea\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n    <\/div>\n<\/div>\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c4f8\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">The #1 Reason Why Brands Act: Pleasing the Audience&nbsp;<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c515\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Why do brands do movement marketing<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>We asked the marketing managers to rank (high to low) their <strong>top reason<\/strong> why they would do \u201cmovement marketing\u201d:&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/3-5.png\" alt=\"Reasons movement marketing\" class=\"wp-image-403\" width=\"507\" height=\"381\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/3-5.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/3-5-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/3-5-768x576.png 768w\" sizes=\"auto, (max-width: 507px) 100vw, 507px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The matter is important to our client\/audience<\/li>\n\n\n\n<li>The matter reflects the value of our brand<\/li>\n\n\n\n<li>To give visibility to our brand<\/li>\n\n\n\n<li>To be part of the conversation<\/li>\n\n\n\n<li>For sales\/business opportunities<\/li>\n\n\n\n<li>As a reaction to the competition&nbsp;<\/li>\n\n\n\n<li>The matter was brought up internally&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The main reason why brands&nbsp; find it necessary to take a position is because <strong>it is important to their audience\/customers<\/strong>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Germany is the lone rebel in this scenario, as for them, <strong>brand values come first<\/strong>. They are not as willing to play the role of the people pleaser.&nbsp;<\/p>\n\n\n\n<p>58% of respondents think that it is preferable for a brand to take a step back and consider how it may help to a societal issue based on its beliefs.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c530\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/3-1-1.png\" alt=\"\" class=\"wp-image-404\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/3-1-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/3-1-1-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/3-1-1-768x576.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u201cWhen consumers think a brand has <strong>a strong Purpose<\/strong>, they are:\u202f 4 times more likely to purchase from the\u202fcompany, 6 times more likely to protect the company in the event of a misstep or\u202fpublic\u202fcriticism, 4.5 times more likely to champion the company and recommend it to friends and family, 4.1 times more likely to trust the company.\u201d&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.zenogroup.com\/insights\/2020-zeno-strength-purpose\" target=\"_blank\" rel=\"noreferrer noopener\">2020 Zeno Strength of Purpose Study&nbsp;<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c542\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">25% of brands believe they should address social issues that are \u201ctrendy\u201d<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>The average majority of our respondents (32%) is convinced that a brand should engage in <strong>social movements that only fit their values<\/strong>.&nbsp; And even if brands use their marketing to address social issues you can\u2019t take the business out of it.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/4-5.png\" alt=\"Kind of social matters\" class=\"wp-image-405\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/4-5.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/4-5-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/4-5-768x576.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>25% of the respondents said they should mainly address issues that are trending and drive online conversations.&nbsp;<\/p>\n\n\n\n<p>We won\u2019t blame them when you know that <a href=\"https:\/\/www.unilever.com\/news\/press-and-media\/press-releases\/2018\/unilevers-sustainable-living-plan-continues-to-fuel-growth\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Unilever<\/a>\u2019s sustainable brands grew 46% faster than the rest of the business and delivered 70% of its turnover growth &amp; Nike had a <a href=\"https:\/\/www.bloovi.be\/artikels\/insights\/2019\/welke-invloed-heeft-merkactivisme-op-jouw-bedrijf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">14% increase on their revenue growth<\/a> when using Colin Kaepernick in their campaign.&nbsp;<\/p>\n\n\n\n<p><strong>France<\/strong> is the country where marketing teams are the least interested in tackling trending topics with 19% whereas the Netherlands is the country with the most interest in topics that drive conversations with 34%.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c55b\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">The Key: Know Your Values and Know Your Team&nbsp;<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c569\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Which department deals with DEI in companies?<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>49% of our respondents still do not have a <strong>committed person<\/strong> within their organization to monitor social concerns.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/8-3.png\" alt=\"Designated person for movement marketing\" class=\"wp-image-406\" width=\"499\" height=\"375\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/8-3.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/8-3-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/8-3-768x576.png 768w\" sizes=\"auto, (max-width: 499px) 100vw, 499px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>22% of companies have a dedicated person and 6% are looking for someone. Most digital companies that target Millenials and Gen Z, like Asos &amp; Netflix, have hired dedicated people.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ipsos.com\/sites\/default\/files\/publication\/1970-01\/asi-brand-purpose-feb2015.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">60% of over-performing companies ensure all employees are fully engaged in their Brand Purpose <\/a>according to the Association of National Advertisers4.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c581\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">DEI: it\u2019s an HR\u2019s job<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>In the French (35%) and Spanish (36%) markets, the HR department is <strong>in charge of social movements<\/strong>.&nbsp;<\/p>\n\n\n\n<p>In&nbsp; the Netherlands the majority of department heads take care of social movements within their teams.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/5-7.png\" alt=\"Internal inclusion\" class=\"wp-image-407\" width=\"499\" height=\"374\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/5-7.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/5-7-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/5-7-768x576.png 768w\" sizes=\"auto, (max-width: 499px) 100vw, 499px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Whereas in Germany 31% believe everyone is accountable to take care of occuring social movements.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c597\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">All Talk and No Actions?<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c5a5\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">58% of brands have never based a marketing campaign on a social movement<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>47% stated that their marketing approach has changed to cover themes essential to their <strong>target demographic<\/strong>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/7-3.png\" alt=\"impact social movements and brands\" class=\"wp-image-408\" width=\"519\" height=\"389\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/7-3.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/7-3-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/7-3-768x576.png 768w\" sizes=\"auto, (max-width: 519px) 100vw, 519px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>58% of brands have never based a marketing campaign on a social movement.<\/p>\n\n\n\n<p>With 34% Spain is the country that had the <strong>most<\/strong> marketing campaigns based on social movements.&nbsp;&nbsp;<\/p>\n\n\n\n<p>37% of respondents who have done movement marketing have seen an <strong>increase in the credibility<\/strong>, <a href=\"https:\/\/www.sortlist.com\/blog\/customer-loyalty-how-to-retain-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\">loyalty of their customers.<\/a>&nbsp;<\/p>\n\n\n\n<p>Only a few faced backlash or misinterpretation. The value of movement marketing is undeniable on the <a href=\"https:\/\/www.sortlist.com\/branding\" target=\"_blank\" rel=\"noreferrer noopener\">brand image<\/a> but also on&nbsp; <a href=\"https:\/\/time.com\/5390884\/nike-sales-go-up-kaepernick-ad\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">revenue growth<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c5bf\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">Staying Silent Is No Longer an Option<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c5cd\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">The importance of consulting externals: the H&amp;M case<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>60% of our respondents think it is important to consult a <strong>third party<\/strong> before starting a campaign. Spain is in the lead with 74%, followed by France with 65%.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/2-1-1.png\" alt=\"third party social movements and brands\" class=\"wp-image-409\" width=\"498\" height=\"374\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/2-1-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/2-1-1-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/2-1-1-768x576.png 768w\" sizes=\"auto, (max-width: 498px) 100vw, 498px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Germany (16%), Belgium (9%) and the Netherlands (10%) seem less convinced. As mentioned above, these are countries that put the values of a brand before the wishes of the clients.<\/p>\n\n\n\n<p>Consider the H&amp;M \u201cmonkeyboy\u201dgate, they lost money as a result of their lack of participation and failure to engage a third party for such concerns. They were <strong>boycotted<\/strong>, and there were several demonstrations. Their operational earnings fell by 62 percent as well.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c5e5\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">59% Of Brands Keep To Their Values<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c5f3\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">The failed partnerships<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>59% of our respondents believe it is more than common to discontinue working with a partner that does not share the brand\u2019s values. The French and Dutch speaking markets are taking the lead on this.&nbsp;&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/4-1-1.png\" alt=\"Failed partnerships\" class=\"wp-image-410\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/4-1-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/4-1-1-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/4-1-1-768x576.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Thanks to today\u2019s technology and the public\u2019s empowerment, <strong>unnecessary collaborations<\/strong> are more often exposed. Take the example of <a href=\"https:\/\/blog.hubspot.com\/marketing\/brand-partnership-fails\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Lego and Shell<\/a>. After more than 50 years of cooperation, Lego has decided to stop working with the oil giant.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c607\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">Education Is a Must to Overcome<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c618\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">More than 80% of brands feel the need to educate their customers<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>One of the most crucial factors that brands should consider is to <strong>educate their consumers about occurring social movements<\/strong>. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/Copy-of-Sortlist-Insights-1024-x-768-px-1.png\" alt=\"Social movements and brands education\" class=\"wp-image-411\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/Copy-of-Sortlist-Insights-1024-x-768-px-1.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/Copy-of-Sortlist-Insights-1024-x-768-px-1-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/Copy-of-Sortlist-Insights-1024-x-768-px-1-768x576.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>86% of our respondents said they would certainly think about it. This is led by Spain, with 88%, followed by Germany with 87%.<\/p>\n\n\n\n<p>83% of the respondents said they would cooperate with professionals to educate their employees. With a high 91% chance, the Spanish market is the most likely to do so.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c62d\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">Responsibility Lies in Your Brand\u2019s Hands<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c63b\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With the growth of the social movement, brands are <strong>more cautious and skeptical<\/strong> before launching a campaign, particularly in France and Belgium (41%), Spain (41%), and the Netherlands (38%). Germans (31%), on the other hand, find it more difficult than previously. A poor buzz on social media can spread rapidly, and the ramifications for businesses may be severe.&nbsp;<\/p>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c647\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h3 class=\"wp-block-heading\" style=\"font-size:23px\">Social Movements, an extra challenge for companies<\/h3>\n\n\n\n<p> <\/p>\n\n\n\n<p>To avoid a bad buzz, 38% of the marketing team review the campaigns multiple times and 30% admit that it is more challenging.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.com\/datahub\/wp-content\/uploads\/sites\/14\/2022\/09\/2-4.png\" alt=\"Challenges social movements and brands\" class=\"wp-image-412\" width=\"512\" height=\"384\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/2-4.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/2-4-300x225.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/14\/2022\/09\/2-4-768x576.png 768w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>On top of that, 60% of marketing managers say they always <strong>test their campaign before a launch<\/strong> with a third party and 30% do it only for campaigns where they have a doubt.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c65f\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">Conclusion<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c66d\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>We may infer that businesses are still exploring uncharted ground when it comes to social movements. The desire is present, but the approach is not yet obvious.<\/p>\n\n\n\n<p>Brands recognize the need to adapt as a result of their customers, but they do not always have the finest internal resources to do it. Only a few companies have launched a marketing campaign centered on a social issue, and they typically do it to improve their image. They are worried because they know they will have to edit everything multiple times. However, the brands that took the risks experienced significant rises. Overall, taking a stance, when done right, does translate into good business.&nbsp;<\/p>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c679\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-black-color has-text-color has-large-font-size wp-block-heading\">Methodology<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c68a\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>We surveyed 800 marketing managers from the 27\/09\/2021 to the 01\/10\/2021 in France, Belgium, The Netherlands, Spain &amp; Germany. Responses are anonymous.&nbsp;<\/p>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635158af9c695\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:40px\">Featured in<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"block_c7ebe867eadd8b2f8ab96e4eb835d46e\" class=\"gutenberg-block gutenberg--partners-slider\">\n            <section class=\"partners js-partners-slider-reports\">\n            <div class=\"partners__wrapper wrapper\">\n                \n                \n                    <div class=\"js-carousel-slider\">\n                        <div class=\"track\" data-glide-el=\"track\">\n                             <ul class=\"responsive tns-slider slides\">\n                        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