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Study: Consumers demand actions from brands to fight racism and hatred
Consumers demand that brands backup statements in support of Black Lives Matter with actions. Using Suzy, a real-time market research platform, 4A’s Research surveyed 500 white and 500 Black consumers to learn the actions consumers want to see from brands.
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The research showed that consumers want to see brands donate to social justice causes. This was the most popular action for both Black (25%) and white consumers (27%); this was followed, for Black consumers, by providing anti-racist education to employees (24%), and changing hiring and promotion practices (24%)
The results show a few differences between Black and white consumers responses:
- 24% of Black consumers prioritize changing hiring and promotion practices while 18% of white consumers do so.
- Supporting legislation was the third ranked action for white respondents (22%), while it ranked eighth—tied with increasing representation in ad campaigns—for Black respondents (18%).
- Black consumers (16%) want companies to make Juneteenth an official holiday, while this was a low priority for white consumers (7%).
- There was also a 5% difference for brands making vendor/partner decisions based on demonstrated commitment to Black Lives Matter.
- 17% of white consumers don’t think it’s necessary for brands to take action compared to 6% of Black consumers
79% of Black consumers and 76% of white consumers think it is likely that brands will follow through on their pledged actions to support Black Lives Matter and only 6% thought it was very unlikely.
The research results are available here.
