Consumers expect brands to have a voice even in election context

The unprecedented electoral marathon in Romania has found its way into almost all consultancy sessions and communication plans of brands this year. The subject is significant given that the role of brands has evolved from a purely commercial-transactional one to that of an active citizen. This evolution is explained by various reasons, ranging from the need for companies to position themselves in relation to institutional stakeholders to the need to react to consumers expectations.

"Consumers highlight an essential fact: the involvement of brands in public interest topics and issues is no longer an option but a necessity. In an unprecedented election year, they expect more from brands than just products or services. They want to see leadership, responsibility, and active involvement in the issues that affect their daily lives. Brands must maintain a politically neutral position, but need to have a voice that is strongly committed to supporting people's values and engaging with societal issues. It's time for brand citizenship aligned with the context," said Marina Constanda, Head of Strategy, Golin Romania.

The consumer: what they want to see and hear from brands

Data shows that 80% of the study participants believe it is their responsibility to vote in order to influence the country's future. The 4% increase in voter turnout at the local elections this summer vs. 2020 confirms that Romanians are more interested in what is happening in the political and economic landscape, which has already resulted in more consistent civic engagement.

Half of Romanians have a better opinion of brands that actively engage in solving societal issues, including during the electoral period. Study participants believe that education (75%) is the priority topic that brands must address in the current political context, followed by access to healthcare (67%) and the economic situation and unemployment (63%).

People want brands in healthcare (59%), financial industry (50%), energy (43%), technology (40%) and retail/FMCG (27%) to be more involved in the community. They expect medical networks to facilitate access to more affordable services and engage in health education, and banks to support financial education and inclusion. Companies in the energy sector are seen as essential in the transition to sustainable energy, and those in technology are expected to reduce the digital divide. Brands in retail and FMCG brands are considered best positioned to support local communities and encourage responsible consumption.

"Although the data from the study conducted together with colleagues from iSense Solutions forms the basis of our analysis, we have become accustomed to bringing qualitative information to the table, which we obtain using the social listening tool Talkwalker. This way, we were able to identify and explain correlations between public expectations and the areas where brands can have a real impact, providing them with a clear map of engagement opportunities beyond the usual commercial framework," said Roxana Bleoajă, Head of Path, Lowe Group.

Romanians believe that brands should encourage voter turnout (72% for local brands and 66% for international ones) and say that such initiatives demonstrate leadership, responsibility and social engagement. Local brands are perceived as having a deeper understanding of societal issues, which implies greater social responsibility. Over half of respondents believe that brands have a positive influence when promoting voting, and more than a third consider brands to be authentic when they encourage voter participation. However, nearly two-thirds have not yet to notice such brand-initiated campaigns.

Fine lines must not be crossed, though: consumers are ready to penalize a brand if it does not remain politically neutral and expresses opinions on controversial policies, including through the voice of the CEO or other company representatives. For a third of respondents, the reaction can go as far as breaking commercial ties with the brand.

"Although inflation has slowed in recent months and salaries have risen more than inflation, Romanians are still on alert in terms of their overall mood. Their concerns are mainly financial or related to personal and family safety, topics that also appear on the political agenda. In this context, more active involvement of brands in the community and in civic communication can provide them with additional image capital and trust among consumers," said Traian Năstase, Managing Partner, iSense Solutions.

Between challenges and opportunities of brand citizenship: Golin Romania recommendations

• In an election year, brand citizenship actions are represented by the continuation of existing platforms or the launch of new social engagement campaigns with tangible effects for people, focusing on important topics and issues for the community. It is important for these initiatives to demonstrate real impact. Otherwise, the brand risks being penalized by increasingly educated consumers who are more vigilant about missteps or inaccurate messages.
• In their social engagement efforts, brands demonstrate increased relevance if they choose to invest their resources in initiatives that contribute with solutions in areas closely related to the company's field of activity.
• Companies must maintain their political neutrality to remain relevant to all consumers, as well as strategic partners, who may have diverse preferences.
• Additionally, initiatives that promote voting demonstrate the citizenship quality that brands have built in relation to consumers.

EXPUS in the Election Year is based on data collected directly from consumer through an online quantitative study conducted by iSense Solutions, processed with the support of Path, the Lowe Group unit specialized in data analysis and interpretation. The analysis is also complemented by social listening tools operated by Path. The study was conducted with the participation of 812 respondents aged 18-55, from urban areas, with a margin of error of ±3.4% at the 95% confidence level.