Authors
Christine Moorman
Publication date
2020/10
Journal
Journal of public policy & marketing
Volume
39
Issue
4
Pages
388-392
Publisher
SAGE Publications
Description
I started The CMO Survey in 2008 with the mission to collect and disseminate the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society. Since February 2018, I have been tracking marketing leaders’ response to the following question:“Do you believe it is appropriate for your brand to take a stance on politically-charged issues?” At that time, only 17.4% replied “yes”—a response that has risen only slightly to 18.5% in the February 2020 survey (The CMO Survey 2018, 2020). There is heterogeneity in company responses, with 40% of retail/wholesale companies and 33% of tech companies responding “yes.” Likewise, bigger companies, measured by annual sales revenues of over $500 million and companies with more of their sales revenue over the internet, responded “yes” at 44% and 26% rates, respectively. My data …
Scholar articles
C Moorman - Journal of public policy & marketing, 2020