Just a few years ago, companies were reluctant to take a position on social issues for fear of alienating customers. But a major change is at hand. A growing body of research shows that consumers want big brands to declare themselves on major issues and will do more business with those that do. Corporate activism is becoming a market expectation.
Today, household names like Airbnb, Gap Inc., Target, Twitter and Walmart are active like never before, wading into issues that include gun control, LGBTQ rights and immigration. Amazon, Netflix, Citigroup and many others supported the Black Lives Matter movement. As one expert put it, “Companies realize they cannot sit silent anymore. They have to reflect a set of values.”
Download our report, Corporate Activism is Mainstream, to see research into why so many companies are getting active and understand the most important factors that impact company strategy.