Report: Sharing your efforts to fight racism a key comms objective

With the data conclusively showing that brands and corporations must take a stand on the issue of systematic inequality and racism, half of consumers say they are unaware of organizations’ efforts.

In this hyper-partisan moment in history, heading into a divisive U.S. election, the business community is in prime position to help shape public policies and exert influence nationwide.

That’s the assertion of the latest report from Edelman, a follow-up to its Trust Barometer report on the fight for racial justice in America.

How has the situation changed for organizations since the death of George Floyd, when many companies made bold statements about racial justice and police violence? While there is a performance gap between what the business community has said it will do and what has been achieved so far, corporations have received the highest marks in responding to the moment, above institutions such as government and the media.

However, CEOs are getting low marks. As Edelman CEO Richard Edelman explains in his summary: “In an alarming finding, company CEOs are the least trusted of twenty spokespeople (32%) on racial injustice; below Republican leaders (33%) and half as trusted as social scientists and experts on race (63%).”

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