Consumers are looking to brands to advocate for their interests

Many US consumers expect companies to be involved in and speak out on social and political issues. This is especially pronounced in the Asian, Black, higher-income, and younger segments.

These high expectations for businesses are consistent with the Edelman Trust Barometer 2022 finding that people expect businesses to be even more in the lead in the face of falling trust in governments and the media. While most people recognize the impact that companies, including their employer, can have through their actions, not everyone thinks that companies should engage in social issues. Notably, a third of the 55+ year demographic disagrees that business should involve itself in social and political issues. This underlines the challenge that companies have if they serve a wider market, trying to please different target audiences without upsetting certain segments.