As the critical conversation around racism in the United States continues, the message to companies is clear: to not speak up is to be complicit with the status quo. And therefore many brands have taken this time to share messages of support, solidarity and commitments to change. Yet, it’s clear a statement of support will only go so far. Americans expect action. In fact, our own research conducted last month indicates 85 percent of Americans expect companies to help address racial inequality (up from 81% in 2018). Yet at the same time, Americans stand ready to call out companies they feel haven’t done the work. Nearly two-thirds (65%) of Americans say when a company takes a stand on an issue, they will do research to see if it’s being authentic.
