Edelman surveyed 2,000 US consumers during 5-7 June to understand their expectations from companies regarding racial oppression.
A majority of Americans are concerned about systemic racism and racial injustice in the country, with 42% of them being extremely concerned and 21% very concerned. While 60% of consumers think brands must invest in addressing the root cause of racial inequality, 57% also want brands to educate the public.
Majority of Americans also said that a brand’s response to the protests against racial injustice in the upcoming weeks would determine their behaviour towards the organisation. Businesses should be cautious about their next steps as their actions might directly influence the consumer.
Companies should back their words with action to avoid being seen as opportunistic. Edelman CEO Richard Edelman said “… consumers will exercise brand democracy with their wallets.”
[8 minute read]