Snapchat Shares New Data on the Importance of Brands Supporting Inclusion and Social Causes

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by Jacob Solomon Aug 11, 2022 News
Snapchat Shares New Data on the Importance of Brands Supporting Inclusion and Social Causes

New insights into how its users view inclusion and diversity and how brands support social movements have been published.

A survey of over 5,000 users from the US, Canada, the UK, Germany, France, Norway, Netherlands, Sweden and Australia gave a wide range of views on how its audience is looking to interact around social issues and movements.

The results are likely to be the same, given the young skew of the app and the fact that users are more open to brands that align with their views on key issues.

The data shows that 75% of the people who use the app would use the word inclusive to describe themselves and their friends.

I think self-tribution is different to reality as most people would consider themselves to be kind and inclusive. The importance of inclusion in their approach is reinforced by the further insights of the company.

It's as per the snap.

Snapchatters embrace all aspects of who they are, like the causes they care about, the music they love, and the content they create and share online

Snap inclusion survey

Pride month was in June and the new survey data was released today, so I had to double-check this a couple of times to make sure I wasn't experiencing a glitch in the Matrix. I don't know why there's a focus on Pride Month, but the findings are relevant and could help with your planning.

The data shows that nearly half ofSnapchatters agree with the idea of representation and inclusion.

Half of the people who use the messaging app do research to see if a brand cares about inclusion. In addition to checking to see if a brand has diverse and inclusive content, more than one in three will read a brand's mission statement and values. Many people will look at the brand's leadership to make sure the brand's values are represented.

Snapchat inclusion survey

According to various Gen Z surveys and studies, the younger generation takes a much more socially conscious approach to the brands that they deal with, and it's important for marketers to recognize that

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The data shows that a majority of the people who use the app are interested in supporting brands that celebrate inclusion and diversity.

Also, there is this.

More than a quarter of the people who use the app said they would take action on a social issue, including doing further research, making a donation, or participating in an event if prompted by a brand.

It's not just the branding benefit of connecting with relevant social causes, and aligning with the perspective of your target market, but it can also help to encourage more activity and adoption of the same causes as a result of your promotions

The brand value of being more upfront in regards to the causes and movements you align with, and promoting that up front, as opposed to keeping it to yourself in fear of turning some people away, is again highlighted in these notes.

Younger consumers want to know that businesses that support the same things they do are supported by them.

You can read the entire study here.