Corporations have an opportunity to create loyal customers by engaging in political and social issues that demonstrate the organization’s corporate social responsibility (CSR).
“Americans have an outsized appetite to take action on issues and drive change,” states the Doing Businesses in an Activist World study from Global Strategy Group. “They expect brands to do the same – and to engage with them as consumers and employees.”
Some PR and communications veterans warn that taking a side on a controversial issue can alienate many potential customers. Most of those consumers, however, were never likely to become loyal customers.