Twitter's news data shows how users value brands that focus on fundamental issues around Identity

The popular social networking platform, Twitter is known to have a knowledgeable audience that talks about various issues. From tweeting about reviews of products to asking for guidance in business, or lost orders, consumers’ minds usually click on Twitter. It is by far the most authentic platform in terms of freedom of speech and expression of ideas and thought-provoking conversations. This is the reason that two out of three people surveyed prefer to use Twitter rather than choosing other mediums to engage with brands and influencers.

Recently, Twitter collaborated with Object Management Group (OMG) research to look into the facts and figures of how people are showing interest in brands that talk about identity issues in their tweets. To start with, consumers precisely Generation Z appreciate companies that discuss social issues more openly. According to research, consumers spend more on those brands that share their thoughts and raise voices against immoral issues. People love to support those brands that are not silent against violence and come to the front to talk about certain causes. The issues related to cultural values, racism, ethnicity, political ideologies, and other identity issues influence every person. So, brands need to consider these core issues and talk about them, and they should also consider how their actions align with these issues.

It is also understandable that serious issues that revolve around gender equality, abuse, economic uncertainties, and climate change cannot be ignored. So, Twitter’s audience not only appreciates brands that play their part in these conversations but also wants them to raise their voice in place of their customers. Frankly speaking, it would not be considered wrong if I say that expectations of consumers with brands are increasing and brands need to connect with their people in the way people want. People express identity by their attire and lifestyle choices. So, when companies explain what they stand for, people will appreciate them and support them.

As per OMG research, key themes in identity conversations include; 39% race and ethnicity, 36% political views, 10% gender identity, 8% sexual orientation, and 6% health and ability. Another chart shows that 46% of people expect brands to talk about climate change, and 37% welcome brands. 42% and 45% expect brands to take a stand against racial justice and equality. Also, when people asked when can brands speak about social issues? It was revealed that when the time is right brands should speak when directly related to the brand industry with 46% supporting this idea, 45% responding to a topic with action, 31% during related events, 27% responding to criticism and backlash, and 13 % when the topic needs back to back discussion. In addition, the keyword unique to discussions related to core issues highlights that the audience talks about their values, along with a desire for respect.

All of these considerations help brands take a stand against basic issues as it will open more doors of engagement with consumers and the public. Brand owners need to analyze and read those conversations and understand consumers’ expectations from them. With these insights, brands can get the idea how they can meet the expectations of their fans.
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