QUICK READ: Some brands have decided that this is the time to give back to customers and the community while others are acting as nothing has changed. Will consumers remember and reward brands that give back?
Brand social responsibility
A recent survey showed that 69% of Americans said business leaders do not understand the challenges they face in their life, the highest percentage of any country. Americans of all ages, incomes, and political leanings believe corporate America is headed in the wrong direction. They also want to buy from, invest in, and work for companies they consider to be just, and they consider employment issues to be the primary determinant of whether a company is just.