• by Karlene Lukovitz  @KLmarketdaily, April 2, 2021

What do consumers really think about companies such as PepsiCo, Mars, Conagra and Hasbro changing some brand names in response to issues including racism and gender neutrality?

Nearly half (49%) of 30,221 Americans 18+ who responded to an independent Piplsay survey conducted via Market Cube on March 20-22 said they view this positively, 34% were neutral, and just 17% expressed a negative view.

In addition, nearly a third (31%) said they think that such actions “can help bring real [societal] change.”

However, another 31% said that brands are just “giving in/cashing in on the culture war,” 17% said such actions will not bring real change, and 21% said they’re not sure what to think.

Asked if such brand actions have impacted their purchasing behavior or brand impression, 22% said both their buying behavior and brand impression had been affected — although the question didn’t actually specify whether the effects were positive or negative. In addition, 21% and 15% said that their brand impression or buying behavior, respectively, had been impacted.

In total, 58% reported being affected, versus 42% saying the brand actions had not affected them at all.

Asked how much they expect such brand actions now, as compared with the peak of the Black Lives Matter movement last year, 38% reported higher expectations, 31% reported expectation level unchanged, 22% said they have no such expectations, and 9% said their expectations are lower now.

Which recent name/logo changes do they most recall? Aunt Jemima (now Pearl Milling Company) was most-cited (31%), followed by 17% citing Mr. Potato Head (the brand but not the toy character dropping “Mr.”); 10% citing Uncle Ben’s (now Ben’s Original), 9% citing Land O’Lakes (Native American woman removed from logo) and 8% citing Mrs. Butterworth’s (doing rebranding/packaging review).

Other findings:

* Fifty-five percent of men view brand activism positively, versus 45% of women.

* Fifty-seven percent of Millennials say brand activism impacts both their brand impression and buying behavior, versus 43% of Gen Z-ers.

* A third of Gen X-ers and 30% of Millennials believe brands engage in activism only because of the ongoing culture war.