Brands against racism
Does it impress the consumers?


of Americans think brands should act responsibly and take a stand against racism


of Americans believe brands should first eliminate racial bias from within their organization


of Americans are most willing to buy from brands that openly speak out against racism

The feverish protests following George Floyd’s death have led to several top brands come out openly in support of anti-racism movements. This report delves into what consumers think about brand responsibility and how their actions might affect their attitude towards them. Brands, as well as retailers, can leverage this data in their decision making.

As America rages over rampant racism, brands are going out of the way to prove they are completely in sync with the ongoing sentiment. From posting statements, making donations, and even changing their age-old brand identity, they seem to be doing it all. Amid this outpouring of brand support, how are American consumers looking at this development? Will this change their affinity towards certain brands? Piplsay polled 30,452 people nationwide to get these insights. Here’s a summary of what we found:

Other Insights

  • 23% of Gen Zers and 31% of Millennials think brands should not take a stand against racism as compared to 46% of Gen Xers
  • More men (56%) seem convinced about brand support making a positive difference as compared to women (44%)
  • 56% of Hispanics and 46% of blacks believe removing racial undertones from brand identity will help make a difference; only 35% of whites think the same
  • About 62% of Gen Zers and Millennials will be more willing to buy from brands that speak out against racism

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US from July 12-13, 2020. We received 30,452 online responses from individuals aged 18 years and older.

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