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25 July 2022 / Report
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This is one of a series of insight papers drawn from our latest wave of research into Multicultural Consumers in North America. For more insights into this topic, please visit: https://www.conference-board.org/topics/multicultural-consumer |
The corporate sector is more trusted than other institutions, including government; and therefore, many people look to business to address societal issues. The level of trust between the public and corporations puts business in a unique position to form a deeper connection with their consumers and employees, but only if they understand people’s expectations to address societal challenges.
Up to two-thirds of consumers are satisfied with key corporate initiatives focused on giving back to society—and believe corporate actions match promises. Our most recent Multicultural Consumer Survey reveals that consumers are most satisfied with corporate initiatives relating to diversity in advertising, partnerships with diverse-owned companies, and providing equal access to education. This fairly high level of satisfaction might explain why those initiatives end up lower on people’s wish list of corporate social initiatives to focus on next.
For consumers, the gap between what companies say and do is generally small, boding well for American consumers trusting businesses. The largest “say/do gap” is about providing childcare at work: 57 pe
Associate Researcher
The Conference Board
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