Whether cars, pasta or sporting goods: In an increasingly polarized society, manufacturers and their brands are increasingly faced with the question of whether they want to take a stand on political or social issues. Generally speaking, the majority of consumers welcome it when companies show social commitment. But does attitude give brands a measurable advantage? Does it increase attractiveness from the consumer's point of view - and sales at the same time?
We tested brands and are happy to provide you with the results of our GIM study as a white paper.
Current: free webinar on the topic on 25.06.2025
(in German)
For whom is the study of interest?
Brand managers from various sectors (e.g. food, fashion, shoppers)
Key data on the study
- Survey period: December 2024N=1500, location: Germany
- Online survey
Get free insights now
Simply fill out the contact form and we will provide you with the study free of charge.
Central questions
- To what extent can the (political/social) stance of a brand influence or even change the consumer behavior of target groups?
Your key benefits
The results of the study and our classification will help you decide whether or not to engage in attitude marketing.
Do you have any questions?
We will be happy to advise you.
Dr. Hannes Fernow
Senior Research Director
Michael Mletzko
Research Director