MARCH 2018 Brands Taking Sides In The Gun Debate

Transcription

1 MARCH 2018 Brands Taking Sides In The Gun Debate A Data-Driven Look At How Companies Should Confront Social & Political Issues

2 INTRODUCTION Brand management in a politicized time Amid national crises like the Parkland, Florida mass shooting, Americans are demanding more from brands, but how can companies decide what stances best serve their consumers? News is fragmented, social media isn t representative, and traditional research isn t fast enough. Morning Consult conducted survey research to shed light on what consumers really think about companies diving into political and social debates. SLIDE / 2 Methodology: Morning Consult conducted this poll from February 23-25, 2018, among a national sample of 2201 adults. The interviews were conducted online, and the data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 2 percentage points.

3 THE GUN DEBATE How Brands Are Responding

4 GUN DEBATE How appropriate is it for companies to take part in the gun control debate? The majority of Americans think it's appropriate for brands to get involved in the gun control debate. Appropriate Not Appropriate Don't Know/No Opinion 33% 9% 58% SLIDE / 4

5 GUN DEBATE How appropriate is it for companies to get involved in the gun debate? Appropriate Not Appropriate Don't Know/No Opinion Republicans are split on whether it is appropriate for brands to get involved. 47% 19% 74% 34% 46% 53% Republicans Democrats Independents SLIDE / 5

6 GUN DEBATE Do you generally support or oppose companies taking stances in favor of each of the following issues? Words matter: Americans respond differently to gun control than gun violence prevention. Strongly Support Somewhat Support Somewhat Oppose Strongly Oppose Gun Violence Prevention Gun Control Don't Know/No Opinion 47% 23% 7% 8% 36% 21% 10% 19% 15% 14% SLIDE / 6

7 GUN DEBATE Tracking brands involved in the gun debate Morning Consult s brand management platform, Brand Intelligence, combines exclusive survey research data with social media, news, and economic data to provide daily insights into how consumers perceive brands. Brand Intelligence tracks thousands of brands and products across more than 50 industries. This data shows in real-time how consumers are responding to companies that have taken a stance in the gun debate. SLIDE / 7 What consumers What consumers What consumers THINK SAY SEE Conducting over 10,000 interviews daily Streaming over 100 million social media posts Aggregating over 85,000 news media outlets

8 GUN DEBATE 1 How are brands responding? SLIDE / 8

9 RESPONSE Following the mass shooting in Parkland, Florida, MetLife ended its discount for NRA members. The brand has seen a slight boost in its net favorability following the announcement. SLIDE / 9

10 MetLife Net Favorability Over Time GUN DEBATE Net Favorability MetLife s net favorability increased marginally after it announced the end of its NRA discount FEBRUARY 23 MetLife ended its discount for NRA members. 0 SLIDE / 10 2/20/18 2/21/18 2/22/18 2/23/18 2/24/18 2/25/18 2/26/18 2/27/18 2/28/18 3/1/18 3/2/18 3/3/18 3/4/18 3/5/18 3/6/18

11 GUN DEBATE 1 How are brands responding? SLIDE / 11

12 RESPONSE After the mass shooting in Parkland, Florida, Delta ended its discount for NRA members. Georgia lawmakers then removed a tax break to punish the airline, and the brand started to see a decline in its net favorability. SLIDE / 12

13 Delta Net Favorability Over Time GUN DEBATE 45 Net Favorability Delta s net favorability increased right after its announcement but then faced retaliation FEBRUARY 24 Delta ended its discount for NRA members. MARCH 1 Georgia lawmakers approved a bill that removed a tax break for Delta. 5 0 SLIDE / 13 2/20/18 2/21/18 2/22/18 2/23/18 2/24/18 2/25/18 2/26/18 2/27/18 2/28/18 3/1/18 3/2/18 3/3/18 3/4/18 3/5/18 3/6/18

14 GUN DEBATE 1 How are brands responding? SLIDE / 14

15 RESPONSE Dick s Sporting Goods ended its sale of assault rifles and high capacity magazines and raised the minimum age for buying a gun to 21, all in response to the mass shooting in Parkland, Florida. The brand has since seen substantial shifts across political divides. SLIDE / 15

16 Dick s Sporting Goods Net Favorability Over Time GUN DEBATE Overall Trump Voter Net Favorability Clinton Voter Net Favorability Dick s Sporting Goods net favorability shifted down with Trump voters but up with Clinton voters. SLIDE / /15/18 2/16/18 2/17/18 2/18/18 2/19/18 2/20/18 2/21/18 2/22/18 2/23/18 FEBRUARY 28 Dick s Sporting Goods announced the end of assault-style rifle sales and that gun buyers must be at least 21 years old. 2/24/18 2/25/18 2/26/18 2/27/18 2/28/18 3/1/18 3/2/18 3/3/18 3/4/18 3/5/18 3/6/18

17 GUN DEBATE 1 How are brands responding? SLIDE / 17

18 RESPONSE Like Dick s Sporting Goods, Walmart also ended its sale of assault rifles and raised the minimum age for buying a gun to 21. Unlike Dick s Sporting Good, Walmart has seen an increase in net favorability across political divides. SLIDE / 18

19 Walmart Net Favorability Over Time GUN DEBATE 80 Overall Trump Voter Net Favorability Clinton Voter Net Favorability Walmart has seen an increase in net favorability across political divides. SLIDE / /15/18 2/16/18 2/17/18 2/18/18 2/19/18 2/20/18 2/21/18 2/22/18 2/23/18 2/24/18 FEBRUARY 28 Walmart announced the end of assault-style rifle sales and that gun buyers must be at least 21 years old. 2/25/18 2/26/18 2/27/18 2/28/18 3/1/18 3/2/18 3/3/18 3/4/18 3/5/18 3/6/18

20 SOCIAL ISSUES Beyond the Gun Debate

21 SOCIAL ISSUES Americans say companies' political and social stances are important. 71% of Americans say it's important for companies to take a stance on social issues 19% say it isn't important SLIDE / 21

22 SOCIAL ISSUES Do you generally support or oppose companies taking stances in favor of the following? A majority of Americans support companies taking stances in favor of these social issues. Strongly Support Somewhat Support Somewhat Oppose Strongly Oppose Don't Know/No Opinion 15% 16% 16% 23% 13% 24% 28% 24% 9% 22% 52% 46% 46% 34% SLIDE / 22 Increased Access to Healthcare Environmental Sustainability Gender Equality LGBTQ Rights & Equality

23 SOCIAL ISSUES Do you generally support or oppose companies taking stances in favor of LGBTQ rights and equality? Democrats and adults ages are the groups that most support companies in favor of LGBTQ rights and equality. Strongly Support Somewhat Support Somewhat Oppose Strongly Oppose Don't Know/No Opinion Community: Urban Community: Suburban 42% 35% 19% 23% 8% 9% 10% 11% 21% 22% Community: Rural 26% 21% 11% 17% 25% Age: % 22% 9% 9% 16% Age: Age: % 29% 20% 22% 8% 10% 11% 14% 25% 24% Age: % 20% 12% 14% 28% Age: % 23% 9% 15% 21% Democrat 50% 23% 6% 6% 15% Republican 17% 21% 14% 19% 29% Male 30% 23% 13% 14% 20% SLIDE / 23 Female 37% 20% 6% 11% 25%

24 SOCIAL ISSUES Do you generally support or oppose companies taking stances in favor of gender equality? A majority of Americans across gender, age, community, and political party support companies in favor of gender equality. Strongly Support Somewhat Support Somewhat Oppose Strongly Oppose Don't Know/No Opinion Community: Urban 51% Community: Suburban 48% Community: Rural 38% Age: % Age: % Age: % Age: % Age: % 19% 8% 7% 26% 6% 25% 8% 9% 18% 10% 7% 24% 26% 31% 7% 7% 19% 7% 8% 23% 14% 14% 19% 13% 8% 18% 7% 17% 6% 6% 12% Democrat 61% 21% 10% Republican 31% 30% 10% 10% 20% Male 40% 28% 10% 9% 14% SLIDE / 24 Female 51% 20% 18%

25 SOCIAL ISSUES Do you generally support or oppose companies taking stances in favor of environmental sustainability? A majority of Americans across gender, age, community, and political party support companies in favor of environmental sustainability. SLIDE / 25 Strongly Support Somewhat Support Somewhat Oppose Strongly Oppose Don't Know/No Opinion Community: Urban Community: Suburban Community: Rural Age: Age: Age: Age: Age: 65+ Democrat Republican Male Female 32% 40% 51% 48% 44% 44% 42% 52% 49% 44% 48% 59% 38% 30% 27% 29% 31% 29% 25% 29% 25% 29% 27% 6% 23% 6% 6% 6% 7% 7% 6% 6% 13% 14% 20% 14% 19% 15% 18% 19% 12% 10% 13% 18%

26 SOCIAL ISSUES Do you generally support or oppose companies taking stances in favor of increased access to healthcare? Most Americans support companies taking stances in favor of increased access to healthcare. SLIDE / 26 Strongly Support Somewhat Support Somewhat Oppose Strongly Oppose Don't Know/No Opinion Community: Urban Community: Suburban Community: Rural Age: Age: Age: Age: Age: 65+ Democrat Republican Male Female 52% 45% 39% 52% 49% 52% 48% 48% 60% 58% 55% 64% 27% 34% 27% 24% 24% 24% 27% 27% 22% 17% 25% 6% 6% 19% 6% 8% 9% 7% 6% 11% 14% 18% 19% 11% 15% 17% 10% 16% 9% 12% 17%

27 MORNING CONSULT intel.morningconsult.com