Social Media Activism in 2020: New Insights for Brands

Amid a global pandemic and rising racial justice movement, social media is a critical channel for helping people stay connected and informed. According to eMarketer, consumers are using social media more in 2020 than they did the previous year—and it’s easy to see why.

With an even more engaged audience on social, the stakes for brands have never been higher.

To guide marketers through this challenging climate, we surveyed 1,000 U.S. consumers to understand their expectations of a brand’s commitments to social justice and social media activism in 2020.

From the data, we learned:

• Why people are using social media more these days
• Where consumers turn to understand brands’ stances on social issues
• What types of social commitments people now expect from brands
• How a brand’s values influence consumers’ purchasing decisions
• Which recent behavior makes people unfollow brands on social

This fact sheet provides the high-level statistics and takeaways you need to develop a timely, relevant approach to communicating with your audience about your brand’s corporate social responsibility efforts.

Smart marketers recognize that these conversations are part of a movement that isn’t losing momentum. The more proactive your brand’s approach, the more your audience will see you as an authentic, credible voice that stands out from the crowd.

Use this fact sheet to better understand what consumers want and how a sound social strategy can help.