What consumers agree on brands participating in racial justice issues
Participants in an ethnographic study highlight divisions about how brands approach the Black Lives Matter movement and racial justice. But they align on how companies can strike a balance in their involvement and be authentic in the dialogue, according the latest Ipsos America in Flux research on consumer behavior during COVID-19. Since mid-May, America in Flux has been exploring cultural and behavioral shifts within 25 households across five US states (AZ, GA, NY, WA, WI).
Not surprisingly, the research found that people’s political leanings and willingness to change strongly shape their views about how brands participate in the racial equality discourse. Consequently, they show a wide spectrum of attitudes and views about brands’ recent efforts to engage in the issues:
- The conservatives in the group tend to resist the notion of change. They are more likely to see the current BLM dialogue as “going too far” and feel that brands should not contribute to the discussion.
- The moderates profiled are often skeptical about brands’ intentions when speaking out to support BLM. But they would be equally critical of a brand that remains silent on the matter. For them, authenticity is derived from action, not words or “blanket statements.”
- Liberals are more challenging of brands that could arguably be linked to systemic inequality and/or capitalism.
But study participants also show common ground on how brands can engage in meaningful change. Universally, participants acknowledge that it’s challenging and nuanced for brands to get the racial justice conversation right. People are savvy about brands’ “self-interest” and many understand there is a line to walk. This suggest that common sense efforts for brands’ contribution will generally be appreciated by a majority, if not overall. Of course, words must be preceded and accompanied by deeds.
These results from following the lives of consumers also align with other recent Ipsos research.
- Nearly six in ten Americans (59%) say more companies have spoken out about racism than they expected,according to the latest Ipsos Coronavirus Consumer Tracker survey. Thus, if companies have not spoken out, they can easily be perceived as behind the issue.
- Just under half (45%) say they are more likely to purchase something from a company that has taken a stand against racism.
- But just over half (51%) say it’s not enough for companies to just ‘speak out’ against racial injustice.
Those words and deeds can differ by sector. In general, when asked what industries are best in their approaches to promoting diversity, social media platforms and grocery stores topped the list of industries with 29% and 28% respondents respectively selecting them. This may be a halo effect of the increased prominence of those brands in the pandemic. The rest of the 12 industries we assessed generally cluster together below 15%. Banking came in at 12% of respondents selecting it. Payment or credit card companies ranked 10th with 6% of respondent selections. Yet, 27% of respondents said none of the industries Ipsos measured are doing the best to promote diversity. So there is no gold standard and clearly much work to be done by all brands.
But there is hope, as the America In Flux research shows. Brands can lead the way and create positive changes towards racial equality through tangible action that is genuine, consistent and ongoing.
America in Flux, an ongoing research study from Ipsos’ U.S. Ethnography Center of Excellence and Behavioral Science Center, uses respondent-recorded video and weekly videocalls to follow 25 households in Washington, Arizona, Wisconsin, Georgia and New York. The research explores categories from food and beverage to money and finance to health and wellness. Principles and frameworks from both anthropology and behavioral science guide the analysis to help researchers understand the contextual and nonconscious drivers behind evolving consumer habits and behaviors as the pandemic continues.
