• by Richard Whitman , Columnist, August 11, 2020

A new study from New York-based ad agency Oberland finds 91% of Americans believe their actions and the actions of brands will lead to sustained change on the social-justice front.

And 80% of those polled want brands to respond to racism by taking actions, such as making a statement or a donation.

Still, not quite one-third of those surveyed want to see brands provide employees with appropriate diversity and inclusion training. And just 20% want brands to commit to hiring more Black employees.

More than 40% of those polled report they are doing something to combat systemic racism for the first time.

But generations disagree on the most impactful way to combat racism in the long run. Younger Americans believe protesting is the most impactful form of social activism. Older Americans believe lobbying and petitioning are more effective.

Consumers are using the power of the purse to express their dismay when brand values diverge from their own on the issue. Thirty-five percent have stopped buying a brand that is silent on racism.

And 42% of Americans aged 19-26 have stopped buying a brand that has been exposed for racist behaviors.

“We are experiencing a unique and pivotal moment where all of the stones are being unturned within organizations,” said Oberland Partner/Head of Strategy Davianne Harris. "The bar used to be set to: Don’t be racist. Now, it's:How are you actively dismantling racism and building up communities of color in legitimate ways? "

I hope that’s true.  I do wonder why more consumers don’t want brands to commit to D&I training and to hiring more Black employees.

The study was based on a poll of more than 1,000 people conducted with the market research platform Suzy.