A clear majority of the U.S. general population believes that brands should play a role in addressing systemic racism and racial injustice. The Edelman Trust Barometer conducted a survey between June 5 and June 7 to measure public sentiment of company responses to systemic racism and the protests related to George Floyd’s death.
The American public wants brands to act quickly: 60% will buy or boycott a brand based on how it responds to the protests over the next several weeks.
Fifty-two percent of respondents believe brands owe it to their employees to address the injustice. Just starting the conversation isn’t enough, however: The public believes that brands should educate and influence the public to earn and keep their trust.
Companies with an inclusive and diverse culture have the advantage of choosing from a larger talent pool — especially in terms of millennial generation and Gen Z job-seekers, who expect greater corporate responsibility during a time of crisis.