US Brand & Marketing Study: responding to Black Lives Matter

Still in the middle of a global pandemic, the US is now facing a second crisis — Americans continue to take to the streets protesting police violence and racial injustice following the death of George Floyd.

As with Covid-19, the majority of Americans want and expect to see brands addressing this crisis, but they are more divided on exactly how. Though the majority of Americans agree that racism and police violence are an issue, the polarized political climate means there is little consensus on what constitutes an appropriate and authentic brand response.

Which brand responses are most likely to cause backlash from consumers? Do consumers want brands to address the recent protests and movement in their advertising?

We surveyed a nationally representative sample of 2,000 US adults between June 19th and 24th and highlighted the voices of Black Americans to explore these issues in all their nuance.

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