The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020

Abstract

Faced with the presidential vacancy of Martin Vizcarra, a scenario of political instability was generated that prompted Peruvians to participate in digital platforms to show their political position. In this context, this study compares the attitudes of Peruvian millennials towards the political stance of ten fast food brands in the face of the political crisis of November 2020. Hence, brand stances were classified into four: indifferent, mute, neutral and activist. A qualitative methodology was adopted and semi-structured interviews were conducted with 20 Peruvians, which revealed that it was important for brands to assume a position in the face of a crisis like the one in 2020. In the analysis, it was observed that there is no difference between a neutral or activist brand, as long as they express an opinion. The postures of the silent or indifferent brands did not significantly influence the consumption pattern of the participants.