"Sixty percent of respondents said that brands must take a stand to publicly speak out against racial injustice. That same 60 percent of Americans said that they will buy or boycott a brand based on if and how it responds to the current protests.
"Young adults—ages 18-34—are the most proactive in their response, with 78 percent of respondents saying that a brand must speak out, versus 48 percent of those 55 plus."
In addition, "Four times as many respondents say that taking a stand gains brand trust versus loses it."
According to CEO Richard Edelman, "This is a deeply important study. We have proven that brands can no longer dodge America’s original sin and third rail: systemic racism and inequality."
Read more about the poll here: https://www.edelman.com/research/universal-demand-change
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