All around the world, attitude-based campaigns are quickly losing popularity. One major reason for this decline is the strong criticism from U.S. President Donald Trump. He attacked these campaigns openly and repeatedly. Brands like Coca-Cola are taking a stand. Do they benefit from this? Now, a new study has been published. It questions the actual financial value of these attitude campaigns. The study suggests they may not be as useful as many believed. Does this mean the critics of these campaigns were always right? That’s not an easy question to answer. The truth is more complicated and needs deeper understanding. The study by the market research institute GIM shows what good market research should always be. It stays neutral and clear when presenting numbers. At the same time, it carries a powerful meaning. GIM focused its target group survey on just one simple question. The question was: Does a company’s openly shared social commitment lead to more people buying its products? ...