A majority of respondents also wanted companies to speak up on the issue of labor laws all the time.
Those surveyed had firm ideas about where they wanted brands to express these sorts of positions. More of them, 58%, were receptive to political or social stances from brands on social media than any other platform. "Television or radio" took second place, at 47%, followed by websites and blogs.
Interestingly, only about one-fifth of respondents were receptive to political or social positioning in digital display ads, fewer than said they were comfortable with such content appearing in print ads or newspapers.
But companies—and their marketing departments—still need to tread carefully when staking out a position on hot-button issues. While 44% of respondents said they would purchase more from a brand when they agreed with the company's social or political views, 53% also said they'd reduce purchases from brands they disagreed with.