Abstract:
In the generation of the millennials, making a large consumer impact, there seems to be a peak
of interest in the concern of social responsibility. In the context of a turbulent political situation
in the United States, with controversial policies and ideologies that have shaken the world,
brands and corporations. This study has examined the extent to which brands who have adopted
a strong Corporate Social Responsibility are perceived or interpreted by mindful consumers in
the political context of the newly elected United States President. Data was generated using
interviews of ten people and 70 surveys. Through this interactive approach the study was able
to illustrate the complexities and the subjective nature of the topic. The increased use of
Corporate Social Responsibility voice of the brand adds to the brand identity, and growth
whereas brands who have not acknowledged the turbulent times are viewed in a negative mindset
of the conscious consumer and negative market share for a period of time however brand
loyalty may still occur in some instances. Showing a casual loop between the voice of the
brands as a response to the political context and the growth and perceptions of the consumers.
Thus Corporate Social Responsibility can be used as a guideline for brands and consumers in
the context of turbulent political environments.
