Data & Insights

Despite Their Differences, Americans Agree Brands Should Help Small Businesses Impacted by Looting

Consumers have a more favorable view of companies that lend support

cleaning up broken storefront windows — The majority of people also think it's important for business leaders to address racial inequality.Getty Images

There’s no shortage of division in America in the wake of the death of George Floyd in Minneapolis, which has led to protests all over the country, and in some cases, looting and riots. But consumers are still showing some signs of agreement when it comes to how brands should react.

The majority of Americans—56%—said they’d have a more favorable view of companies that set up a fund to support small businesses or retailers impacted by the looting, according to research from data intelligence company Morning Consult, which surveyed nearly 2,000 U.S.