The Impact of Sports Brands’ Corporate Social Responsibility Campaigns on Consumer Perceptions among Gen Z

Abstract

As a result of ethically conscious consumerism, along with the increasing social issues around the world, brands are expected to take action against inequality and do their part in promoting positive societal change. This thesis studies how sports brands’ corporate social responsibility (CSR) campaigns, focusing particularly on diversity, equity and inclusion (DEI) and social advocacy themes, impacts consumer perceptions and purchase behavior among Generation Z. The topic is researched both in theory through existing literature and brand campaign examples, and in practice through a consumer survey.

The theoretical framework was utilized as a basis for designing the consumer survey questions in order to expand on the existing themes found in literature. The consumer study gathered a sample of 102 respondents that met the criteria of the target group. The respondents were primarily Finnish, preventing international aspects and perspectives in the analysis. However, the sample group consisted of both women and men, providing an opportunity for comparisons of results based on gender.

The consumer study revealed that DEI-related marketing generally improves consumers’ perceptions of brands when aligned with personal values, particularly among women. Racial and gender equality emerged as the most impactful DEI themes while LGBTQ+ inclusion presented a gap in consumer attitudes between men and women. Authenticity was found to be crucial for consumer trust as the majority of respondents emphasized the importance of alignment between brand advocacy in marketing and actual business practices. Additionally, skepticism of brand intentions behind DEI messaging was common among the respondents. Long-term commitment and transparency were identified as key factors for enhancing trust. Despite generally positive attitudes, DEI stances were found to have a minimal impact on purchase decisions. There were notable gender differences as women expressed higher responsiveness to DEI messaging and sensitivity towards controversies while men leaned more towards neutrality. Overall, the findings highlighted a strong impact on consumer attitudes and perceptions but a weak influence on purchase decisions, presenting a gap between attitudes and behavior.

The findings of the thesis may present valuable insights for marketers and sports brands regard-ing the implementation of social advocacy and DEI marketing campaigns. Transparency and authenticity should be prioritized in DEI initiatives. Additionally, consumers expect meaningful and tangible actions from brands rather than empty symbolic messaging which can be perceived as ungenuine, hurting brand reputation.