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| 5 hours ago
Key insights:
Respondents indicate that taking a stand gains brand trust. Friends and family are the most influential in shaping views on racism, especially for women.
In the wake of global protests demanding justice for the killings of Ahmaud Arbery in Georgia, Breonna Taylor in Kentucky and George Floyd in Minnesota at the hands of law enforcement and #BlackLivesMatter activists calling to defund or dismantle the police, most Americans (63%) are concerned about systemic racism and racial injustice in this country.
Edelman surveyed 2,000 people from June 5-7, and researchers found that the majority of consumers want—and expect—brands to step up and play a central role in addressing bigotry and oppression.
“This is a mandate for brands to act, because consumers will exercise brand democracy with their wallets,” wrote CEO Richard Edelman in an essay issued by the public relations and marketing consultancy firm. “We have proven that brands can no longer dodge America’s original sin and third rail: systemic racism and inequality.”
Edelman pointed out that, although CEOs may have had the responsibility to speak out on societal issues on behalf of corporate America in the past, amid the tumult of 2020, CMOs and CCOs must also serve as stewards of purposeful brand action.
“The voice of the brand connects in a different way than corporations and CEOs; it inspires, motivates, and offers hope,” Edelman added. “It is powerful in making change
Read more here: https://www.adweek.com/retail/consumers-want-brands-to-take-a-moral-stand-on-racial-justice-edelman-study-shows/
