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In the wake of global protests demanding justice for the killings of Ahmaud Arbery in Georgia, Breonna Taylor in Kentucky and George Floyd in Minnesota at the hands of law enforcement and #BlackLivesMatter activists calling to defund or dismantle the police, most Americans (63%) are concerned about systemic racism and racial injustice in this country.
Edelman surveyed 2,000 people from June 5-7, and researchers found that the majority of consumers want—and expect—brands to step up and play a central role in addressing bigotry and oppression.
“This is a mandate for brands to act, because consumers will exercise brand democracy with their wallets,” wrote CEO Richard Edelman in an essay issued by the public relations and marketing consultancy firm.