Perhaps this year more than any other, brands have engaged with a wide range of social and political causes, from gay rights to plastic waste. Whilst it seems like an all-round good idea, it raises some interesting questions. For example, when a brand backs a social cause are they perceived to be exploiting it? How do we feel if a brand supports Pride in New York, but not in Moscow? Do consumers expect more from brands in certain industries? And ultimately, do customers really care if a brand supports a social cause at all?

To provide some answers, this YouGov White Paper reveals how British and American consumers feel about brands expressing opinions on social issues.

YouGov report