How stances on racial justice are affecting trust

According to Edelman’s Trust Barometer, the risks of staying silent have never been higher.

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The U.S. business landscape has profoundly changed in a short amount of time.

The principles that guided many leaders throughout the last half century have come into question: Should brands avoid politics and cultural debates? Do consumers want to see activism from the companies that sell them toothpaste and chocolate bars?

According to the latest refresh of Edelman’s industry leading research around trust, consumers have never followed brand statements this closely—and missteps have a financial cost.

Image courtesy of Edelman.

Attitudes on racism

When it comes to addressing racism in American society, the numbers  are decisive. A majority of Americans (63%) say that systemic racism is a problem in the U.S. Black Americans and Democrats are even more likely to believe so.

Image courtesy of Edelman.

Additionally, brands are expected to take a strong stance against racism.

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