Consumer Perception of Advertisers Boycotting Facebook

As of July 10, 2020, over 1,000 advertisers have pulled ads from Facebook for the month of July to support the Stop the Hate for Profit campaign that seeks to pressure the social media network to make a better effort to remove hate speech and harmful content from its platform. In response, Facebook issued some new policies to address demands.

4A’s Research surveyed 1,000 consumers using Suzy, a real-time market research platform, to find out their feelings about the campaign. Less than half reported not being aware of the campaign and nearly 1 in 3 respondents approve of the boycott by advertisers.

Participant parameters: 18+. 1,000 participants. Conducted by 4A’s Research via Suzy on 7/9/2020.

Approval was highest among Black panelists, with 46% approving of the advertising pause.  Close behind were respondents with incomes in the $100,000-149,000 bracket at 43%.  Support did not vary widely by age, although approval was highest with the 35-49 year olds at 35%.

Read more about 4A’s initiatives to stop the pandemic of racism within the advertising industry.

 4A’s Research will continue to examine shifts in consumer behavior and sentiment on a range of topics. Feel free to email us with topics or suggestions for future surveys.