Most US consumers want brands to take action on racism

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 12, 2020, 5:23 PM UTC

35% of Americans have stopped buying from brands that have said nothing at all about racism.

Almost all US consumers believe their actions and the brands’ actions will lead to sustained change on the social justice front, according to an Oberland study. Additionally, 80% of respondents said they want brands to respond to social racism by taking actions like making a statement or a donation.

The study found that a third of consumers want brands to provide employees with appropriate diversity and inclusion training. But, only 20% of them want businesses to hire more black employees to combat racism.

Younger demographics further believe protesting is the most impactful form of social activism to combat racism in the long-run. In contrast, older Americans believe lobbying and petitioning are more effective ways to fight racial injustice.

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