"After a wave of corporate engagement in social justice in the U.S., followed by a recent backlash, some companies are retreating from their public commitments. At the same time, research demonstrates customers want to see their values reflected in their purchases. Edelman's 2025 Brand Trust report found 64% of respondents buy, choose, or avoid brands based on "their beliefs about what is going on in society.""
"The same report found 1 in 2 respondents assume the worst if brands are silent. Randi Kronthal-Sacco is a Senior Scholar, Marketing and Corporate Outreach for the NYU Stern Center for Sustainable Business. Previously, she was a senior executive at Johnson & Johnson. Tensie Whelan is a clinical professor of business and society and the director of the NYU Stern Center for Sustainable Business, and she sits on the advisory boards of Arabesque and Inherent Group."
Many companies retreated from public commitments after a backlash to corporate engagement in U.S. social justice. Research shows customers want purchases to reflect their values; Edelman's 2025 Brand Trust report found 64% of respondents buy, choose, or avoid brands based on beliefs about what is going on in society. Companies face regulatory shifts and consumer demand that create tension in public positioning. Inconsistent or unclear communications erode trust, and half of respondents assume the worst when brands remain silent. Randi Kronthal-Sacco and Tensie Whelan hold leadership roles connected to the NYU Stern Center for Sustainable Business and have corporate and advisory experience.
Read at Harvard Business Review
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