Snapchatters Value Authentic Inclusivity From Brands

Snap Inc. surveyed Snapchatters in Australia, Canada, France, Germany, the Netherlands, Norway, Sweden, the U.K. and the U.S. about how they celebrate inclusion and how they plan to incorporate Snapchat into their Pride Month activities.

Snap Inc. surveyed Snapchatters in Australia, Canada, France, Germany, the Netherlands, Norway, Sweden, the U.K. and the U.S. about how they celebrate inclusion and how they plan to incorporate Snapchat into their Pride Month activities.

The camera company said three out of four respondents used the word “inclusive” to describe themselves and their friends, while nine out of 10 used the word “kind.” Meanwhile, eight out of 10 agreed that “It’s important for me to be true to myself.”

More than one-half of respondents planned to use Snapchat to celebrate Pride Month and inclusion, with Pride lenses and filters representing the most popular way, followed by connecting with close friends and family and watching Pride-themed content.

Snap said this year’s Pride lenses were designed to celebrate the spectrum of queer identity and the beauty in breaking the binary.

Snapchatters also believe that brands should use and embody the concept of inclusivity, with nearly one-half of respondents saying brands should reflect representation and inclusion.

Actions speak louder than words for Snapchatters, as more than one-half said they do research to determine if a brand truly cares about inclusion, while nearly one-third will read brands’ mission statements and values, and many will look at leadership, as well.

A total of 64% of respondents globally said they were interested in supporting brands that celebrate inclusion and diversity, while 35% indicated that they were more likely to purchase products and services from brands that they considered to be inclusive.

More than one-quarter of respondents said they would take action on a social issue, including by doing further research, making a donation or participating in an event.

Snap wrote in a blog post, “Diversity and inclusion matter to Snapchatters, and they want to see brands proudly support these values in meaningful ways—and not just during Pride Month. Rather than just celebrating the moment, Snapchatters want to see brands commit to consistent action that helps pave the way for change.”

SourceAdweek

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