According to the report, The Political Consumer, 60% of the public say that they generally trust political content from brands on social media, which is far more than they trust online political content from celebrities ( 45%) and politicians ( 41%). 

In fact, 39% of millennials ( 18-34 year-olds) believe brands should play a larger role in politics, and 51% appreciate when these brands take a political stance in their advertising.

“In an atmosphere of extremes, we’re seeing a rising politicised consumer who is viewing the world in a new light through the lens of their personal circumstance and vocally questioning brands, institutions and platforms – propelled by social media, live video and digital platforms," said Lucie Greene, worldwide director of the Innovation Group.

"The Political Consumer charts this cultural shift, exploring the digital media sphere and how brands can navigate the political consumer landscape.”

Study findings were based on a survey of 1,001 US consumers conducted by SONAR, JWT’s proprietary research unit.