Americans Talking About Racial Justice, COVID-19 Also Talk About Brands’ Engagement With Issues


by Laurie Sullivan @lauriesullivan

Marketers have turned their attention to racial justice and unrest, recognizing a long overdue need to use their influence in advertising and organic platforms to bring about change in America.

Knowing how many brands have become engaged with both COVID-19 and racial justice is important. People who discuss racial justice or major health issues have 21 more brand-related conversations a week than the average American. These consumers talk more about most categories than the general public.

Engagement Labs found that among Americans, the most common conversations relate to racial justice and COVID-19, and an equal number of Americans say each of the two issues are the most impactful topics discussed, according to data released Wednesday.

Some of the data was analyzed between March 16 and June 21, 2020, while other data had a shorter span of June 15-June 21, 2020.

Offline conversations focus on both racial justice and COVID-19, whereas social media chatter is focused more on racial justice and equality, according to Engagement Labs, which combines offline and online data.

The study found that those who talk about these issues also talk about brands, according to data that was pulled between June 15 and June 21, 2020.

Discussions about COVID-19 are most impactful among older and middle-income consumers, and Democrats.

The Demographic Profile table looks at the proportion of people who talked about racism or racial justice during the day of the study and compares it to the Total Public percentages. The table also depicts the proportion of people who deemed a conversation about racism or racial justice as their "most impactful discussion" of the day.



Read the full MediaPost article, here.

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