"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.""
"Caught between regulatory shifts and consumer demand, companies are struggling for a balanced approach, while finding that inconsistent or unclear communications can erode trust. 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."
A wave of corporate engagement in U.S. social justice issues was followed by a backlash, prompting some companies to retreat from public commitments. Research shows customers prefer purchases that reflect their values, with Edelman's 2025 Brand Trust report finding 64% of respondents buy, choose, or avoid brands based on "their beliefs about what is going on in society." Companies face regulatory shifts and consumer demand that complicate decision-making. Inconsistent or unclear communications have been found to erode trust. The same report found one in two respondents assume the worst if brands remain silent.
Read at Harvard Business Review
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