Edelman Trust Barometer surveyed 2000 US adults about their attitudes on June 7, August 21 and August 31 this year.
54% of US consumers said a brand should speak out against racism, according to the August 31 Edelman report. It was up from 51% when Edelman conducted a similar study on August 21, but it was down from 60% conducted on June 7.
The study comes out at a time when the US has seen months of nationwide protests over racial injustice. Interestingly, a higher percentage of Americans also believe brands – as well as corporations – should speak out on two polarising issues, protecting against the destruction of property; and protecting protesters.
An Edelman spokesperson said, “We found that government is now not trusted to make the change.” Consumers are increasingly turning to social media over mainstream media for unbiased protest news.
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