Americans Love to Love or Hate Wal-Mart
By George Anderson
In the red state/blue state reality of a polarized America, Wal-Mart was ranked in a survey of 1,133 adults commissioned by Ad Age for being the second most and least trustworthy company in the U.S.
Seems when it comes to Wal-Mart, it’s either a case of loving it or leaving it.
Wal-Mart spokesperson Tara Stewart told The Morning News that those who believe the company to be among the most worthy of trust find its messages to be credible for one because its advertising uses “real, unscripted associates and customers to tell their own stories.”
As to those who do not trust messages coming out of Bentonville, she said, “The challenge is to try and understand what’s driving those who give us low marks,” she said. “As a company, we’re always driving ourselves to do better; and if these comments are based on personal experience, we have to ask ourselves what we could be doing differently.”
Brad Johnson, an editor with Ad Age, said, “If you dig more deeply in the data, the people who feel strongest and best about Wal-Mart tend to be lower income, less educated. And people who feel most negatively tend to be affluent and educated.”
Moderator’s Comment: Is America really more polarized along economic, ethnic, religious, political and other lines than it has been in the past? What
does this mean for consumer product marketers and retailers? –
George Anderson – Moderator