Zion & Zion Study Investigates The Effects of Businesses Taking a Stand on Social Issues

TEMPE, Ariz. (July 15, 2020) – A new study from the market research team at Zion & Zion, a top-ranked, full-service, national marketing agency, investigates whether companies publicly taking a stand on various social issues would affect a customer’s willingness to do business with that company and a person’s desire to work there.

The Zion & Zion study reveals noteworthy findings for businesses considering publicly addressing social issues through advocacy programs and marketing campaigns:

  • The social issue that most enticed people to do business with a company when publicly addressed was equal pay regardless of gender or ethnicity (27.2%), followed by concerns about healthcare (22.7%) and poverty (12.3%).
  • The top social issues that most enticed people to want to work at a company when publicly addressed were healthcare (29.9%), equal pay (24. 2%) and climate change (10.1%).
  • The social issues that were least related to increasing customers or attracting employees were sexual harassment, LGBTQ rights and immigration.

The full research report is available here: Resonating With Workers and Customers: The Impact of Taking a Stance on Social Issues

This Zion & Zion research study was based on two nationwide surveys, one aimed at collecting potential workers’ responses (1,057 respondents) and another aimed at collecting potential customers’ responses (942 respondents). Authors of the study are Aric Zion, MS and Thomas Hollmann, MBA, PhD.