“Badvocates” Abound

by bgetch.

Here are supporting numbers behind what we all have inherently felt: people are making values-purchasing decisions as readily as value decisions on price, benefits, etc.

According to the survey, 45% of global consumers are identified as advocates, which means they take action on issues, such as “making purchase recommendations, sending a letter to a company or elected official, or organizing a protest or boycott.”

Additionally, 63% of global consumers say they are making judgments quicker as to whether to support or reject issues or companies than they did two or three years ago. WS attributed this to several factors, including a more informed populace, individuals with stronger voices, and easier access to information.

“Advocates are everywhere,” said Gaines-Ross. “Influence used to be that you would [reach out to] analysts, community leaders, and influential journalists. Now you have to find out where these advocates are lurking.”

While advocates are quick to form opinions of companies, “badvocates” or critics, may do so even quicker. The survey found 76% of badvocates express displeasure with a company or issue within one week.

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