Stat: US consumers expect brands to lead on climate and DEI

US – As some businesses have been quietly rolling back diversity, equity and inclusion (DEI) programmes, new data shows consumers want brands to step up to, not shy away from, these initiatives.  

According to the latest survey by agency GlobeScan, 53% of Americans expect businesses to actively support DEI, with only 14% opposing it. Even among traditionally conservative voters, 38% back corporate DEI efforts. 

Sustainability remains equally high on the agenda. Nearly two-thirds (65%) of respondents believe companies should support government action to protect fresh water and more than half (52%) advocate for business-backed climate policy.  

The expectation extends to leadership, with 71% saying CEOs should personally address climate issues and 67% expecting them to speak out about DEI progress. Gen Z leads this sentiment, with 78% supporting executive action. 

The survey echoes findings from our new The Value Vanguard communities report and accompanying Future:Poll data, which found that many consumers now place more emphasis on values than they did five years ago and are quick to stop buying from a brand if they feel it does not reflect their standards.