An Edelman Trust Barometer study found only 32% of Americans feel the country has progressed in addressing racial injustice.
Recent events like the killing of George Floyd have increasingly inspired companies to take up social justice issues. While Citigroup demonstrated their support through monetary donations, Amazon and Goldman Sachs have set company-wide diversity goals.
Though steps taken by companies have not gone unnoticed, Americans expect more. 55% of US adults said they want brands to do more than making statements and monetary donations. A separate study found 20% of consumers are more likely to support companies and leaders who publicly advocate for social causes and prioritise diversity and inclusion in their charitable efforts and hiring practices.
This piece suggests brands should have a clear DEI strategy and goals before releasing any public statements. They should also provide employees with training on unconscious bias and DEI training.
[5 minute read]