Edelman Trust Barometer 2020: Brands and racial justice in America

Looks at US consumer attitudes and buying behaviors related to racial justice, based on a representative survey of 2000 US consumers conducted from June 5 – 7, 2020.
  • Sixty-three percent of consumers are concerned about systemic racism in the US, with variations based on ethnicity: White (57%), Black (91%), Latinx (69%); Asian American (68%).
  • Sixty-percent of consumers say that how a brand responds to protests over racial justice will affect their buying decisions either positively or negatively, and the same percentage believe brands should speak out.
  • Consumers over 35 are more likely to see it as a moral and societal obligation for brands to make themselves heard concerning racial justice.
  • Sixty-three percent of consumers think brands have to follow public statements concerning racial equality with concrete action.
  • Taking...

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