After a wave of corporate commitment to social justice in the United States, followed by recent backlash, some companies are backtracking on their public commitments. At the same time, research shows that customers want to see their values reflected in their purchases. Edelman’s Brand Trust Report 2025 found that 64% of respondents buy, choose or avoid brands based on “their beliefs about what is happening in society.” Caught between regulatory changes and consumer demand, companies struggle for a balanced approach, while discovering that inconsistent or unclear communications can erode trust. The same report found that 1 in 2 respondents assume the worst if brands remain silent.
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