A little over a year with about 7 million people worldwide joined in the movement known as the March of women to publicly rally for human rights related to immigration, health, race, LGBT equality and more.
During March of women was, perhaps, the most notable of these events of his time, a new study from the wording of the cultural unit of tbwa worldwide, then the backslash shows that the wave of silent protests happen every day, largely thanks to social media.
The study, which was conducted in cooperation with the research firm Hall & partners found that 85 percent of Americans participated in a blur of protests last year.
“Today we are all activists. On many sides. Every day. We call it pan-activism” Sarah Rabia, Backslash, global Director of cultural strategy, the study said.
Study and the accompanying videos detailed findings and attempt to explain the phenomenon.
In fact, with protests large and small is becoming easier to access (the study claims act to watch the Golden globes can be seen as a form of activity), and with the country even more visible than ever before (73% of respondents agree), Americans now have an increasing need to defend their beliefs. This is true whether they are part of a marginalized population or most groups.
The study, which surveyed 2,199 persons found that the activities of an activist in various forms has increased by 30 percent in 2017. For example, 37 percent of Americans made a decision to donate to victims of the tragedy. The decision that will be of particular interest to marketers, 35 percent supported local brands that coincide with their beliefs.
“It’s never been easier to be an activist,” the study reads. “Whether it’s filter, Facebook rainbow, pink pussy hat or Ariana Grande concert, the combined forces of technology, entertainment and fashion opened the floodgates so more people take action on a napkin.”
It’s a blessing and a curse for marketers. The study said Americans use brands as a “new battlefield,” giving them Flack if they participate in the political discourse (55% of men with an annual income of $100,000 or above the “boycotted” companies in the past year, differing views were expressed) or silent, the latter of which may be regarded as complicity.
There’s a much scarier aspect of all this, too.
The number of hate groups in the United States, including those described as anti-immigrant, anti-LGBT and Neo-Nazi has more than doubled from 1999 to 2017, the study said. The most significant increase was in anti-Muslim group, which reportedly spikes 197 percent between 2016 and 2017 alone. The study also showed that only 18% of Americans interviewed last year said that they “support immigrants”.
Due to the conflicting nature of politics and hot button cultural themes, almost half (48 percent) of all participants stated that they took action for their own well-being.
Still, while many in the U.S. increasingly, the struggle of different parties, the study found a ray of hope for mankind: in the past year, 45 percent of Americans thought it necessary to engage in dialogue with those who have different opinions. More than a quarter (26%) also said they took effective measures to understand beliefs of another.
Below is the full text of the study, which debuts on the social media week in new York today: