What Consumers Really Want Brands to Do About Social Issues

After a wave of company engagement in social justice within the U.S., adopted by a current backlash, some firms are retreating from their public commitments. On the similar time, analysis demonstrates clients wish to see their values mirrored of their purchases. Edelman’s 2025 Model Belief report discovered 64% of respondents purchase, select, or keep away from manufacturers based mostly on “their beliefs about what’s going on in society.” Caught between regulatory shifts and shopper demand, firms are struggling for a balanced method, whereas discovering that inconsistent or unclear communications can erode belief. The identical report discovered 1 in 2 respondents assume the worst if manufacturers are silent.