How Brand Support Of #BlackLivesMatter Impacts Consumer Behavior – Shopping Report
With Black Lives Matter movement taking the front stage in America over the last two months, companies and brands have stepped up their efforts to promote equality, representation and raise awareness for the cause. As a result, we surveyed one thousand American consumers to study how their shopping habits were influenced by support or lack there of #BlackLivesMatter movement. You can skip to any section of this report by clicking on one of the buttons below.
KEY FINDINGS
Below you will find a summary of our key findings based on the data we collected from one thousand randomly selected American consumers. These key findings highlight important statistical conclusions that we derived from our data. Each key finding is explained in further detail in the report data section and you can skip to the section by clicking on “See Data” button below each key finding.
Women are 12% MORE likely than men to stop purchasing products and services from companies that restrict employees from freely supporting #BlackLiveMatter.
Consumers with an annual income of $50,000+ are 52% MORE likely (compared to those with annual incomes of <$50,000) to purchase products and services from companies that visibly support #BlackLivesMatter movement.
"Vocal Support On Social Media" is LEAST likely (13.7%) to be perceived by consumers to have a significant impact on supporting the #BLM cause.
Only 27.8% of Caucasian consumers indicated that they will increase their shopping at Amazon as a result of its #BlackLivesMatter support compared to 50% of consumers from other ethnicities.
Consumers over the age of 35 are 31% MORE likely (compared to consumers aged 18-34) to avoid shopping at Starbucks as a result of the company's initial restriction to let employees show support for #BlackLivesMatter.
REPORT DATA
This section will cover the breakdown of our key findings and important statistical data that we discovered through our survey. This data represents the surveying of 1000 randomly selected American consumers of varying ages, ethnicities, genders, education backgrounds and income levels. For a more detailed breakdown of the demographic composition, please skip to the survey demographics section.
51% of consumers indicated that they will actively try to avoid or less likely to purchase products and services from companies that restrict employees from expressing support for #BlackLivesMatter movement.
20.6% of consumers said they will actively try to avoid purchasing products and services from companies that restrict employees from expressing support for #BlackLivesMatter movement.
52.9% of women indicated that they will actively try to avoid or less likely to purchase products and services from companies that restrict employees from expressing support for #BlackLivesMatter movement.
47% of men indicated that they will actively try to avoid or less likely to purchase products and services from companies that restrict employees from expressing support for #BlackLivesMatter movement.
44% of consumers indicated that they will actively try or more likely to purchase products and services from companies that visibly support #BlackLivesMatter movement.
12.75% of consumers indicated that they will try as much as possible to purchase products and services from companies that visibly support #BlackLivesMatter movement.
54% of consumers with annual income of $50,000+ indicated that they will actively try or more likely to purchase products and services from companies that visibly support #BlackLivesMatter movement.
35.7% of consumers with annual income of <$50,000 indicated that they will actively try or more likely to purchase products and services from companies that visibly support #BlackLivesMatter movement.
25.5% of consumers (highest among all responses) indicated that the most impactful way a company can support the #BlackLivesMatter movement is via “Donations to #BlackLivesMatter Initiatives“.
24.5% of consumers (second highest among all responses) indicated that the most impactful way a company can support the #BlackLivesMatter movement is via “Organizational Diversity Changes“.
Only 13.7% of consumers (lowest among all responses) indicated that the most impactful way a company can support #BlackLivesMatter movement is via “Vocal Support On Social Media Accounts”.
15.69% of consumers (second lowest among all responses) indicated that the most impactful way a company can support #BlackLivesMatter is via “Visual Displays Of Support On Their Own Platforms & Websites”.
34% of consumers indicated that they will actively try or more likely to purchase products and services from Amazon as a result of its support for #BlackLivesMatter movement.
7.8% of consumers indicated that they will try as much as possible to purchase products and services from Amazon as a result of its support for #BlackLivesMatter movement.
Only 27.8% of consumers who identified as Caucasian indicated that they will actively try or more likely to make purchases at Amazon as a result of its support for #BlackLivesMatter movement.
50% of consumers who identified as African American, Asian, Hispanic or other indicated that they will actively try or more likely to make purchases at Amazon as a result of its support for #BlackLivesMatter movement.
45.1% of consumers indicated that they will actively try to avoid or less likely to make purchases at Starbucks as a result of its initial restriction.
14.7% of consumers said they will actively try to avoid making purchases at Starbucks as a result of its initial restriction on letting employees wear apparel that supports #BlackLivesMatter.
17.5% of consumers over the age of 35 indicated that they will actively try to avoid buying products from Starbucks as a result of its initial restriction.
13.3% of consumers aged 18-34 indicated that they will actively try to avoid buying products from Starbucks as a result of its initial restriction.
SURVEY DEMOGRAPHICS
Below you will find the demographic composition of the consumers that we surveyed which includes age, education, income level, ethnicity and gender. The numbers are rounded to the nearest tenth in order to simplify the visual representation of the data.
Age
Education
Ethnicity
Income
Gender
WRAP UP
We hope that this shopping report offered insightful data that showcases a variety of relationships between brands’ support of #BlackLivesMatter movement and the impact it has on consumers’ shopping decisions. Unfortunately, our data showed that there are still people in America who don’t sympathize enough with the cause and fail to see its significance.
We sincerely hope that this changes and we are all able support, endorse and raise awareness for #BlackLivesMatter together. Below you will find a list useful resources for #BlackLivesMatter that we recommend visiting.
Thank you for this research. I’m having difficulty understanding the difference between these two data points: “45.1% of consumers indicated that they will actively try to avoid or less likely to make purchases at Starbucks as a result of its initial restriction.” and “14.7% of consumers said they will actively try to avoid making purchases at Starbucks as a result of its initial restriction on letting employees wear apparel that supports #BlackLivesMatter.”
Are words missing, or is there a typo? I don’t see the difference between the two statements, but one states that 15% of consumers are changing their behavior whereas the other suggests that 45% are.
Hi Brittney,
Sorry for not clarifying the data better.
“45.1% of consumers indicated that they will actively try to avoid OR less likely to make purchases at Starbucks as a result of its initial restriction.” is comprised of 14.7% consumers which indicated that they will actively try to avoid (ie: #cancelstarbucks) shopping at Starbucks and 30.4% consumers which indicated that they are less likely to shop there now (ie: #wtfstarbucks) .
We wanted to give people more options than just one when it came to a negative response to Starbucks’ BLM blunder. One is pretty much a boycott while the other is less absolute but still represents a negative consumer response.
Let me know if this makes things a tad more clear.