Over 60% of Americans expect companies to take a public stance on major social issues – Commentary by Giulio Gargiullo, Digital Marketing Expert and Digital Trends Analyst.
New data published by Statista Consumer Insights (July 2025 survey on a sample of 2,050 U.S. adults aged 18–64) provides a clear picture: American consumers are increasingly demanding that brands take a stand on social and value-driven issues.
More than 60% of respondents believe companies should publicly express their positions on freedom of speech (60.5%), mental health (59.3%), and climate change (57.0%).
Other key areas include diversity, equity and inclusion (55.2%) and racial issues (48.7%).
Conversely, only a minority of Americans view it as appropriate for companies to comment on more divisive topics such as religion (32.8%), political candidates (33.3%), or international conflicts (35.3%).
This research confirms that consumers appreciate brands that engage with widely shared social causes and values of openness and responsibility, while recommending caution on more polarizing or politically sensitive issues.
Comment by Giulio Gargiullo, Digital Marketing Expert
“This Statista survey perfectly aligns with an ongoing global shift: consumers increasingly expect brands to be credible social actors, not just sellers.
According to the Edelman Trust Barometer 2025, 80% of people say they trust brands to ‘do what is right’—more than they trust governments or media. This marks a crucial change: trust is now a purchase criterion comparable to price or quality.
Moreover, six in ten respondents (60%) express a sense of ‘grievance’—a feeling that institutions and businesses favor only a privileged few. In this context, brands can no longer remain on the sidelines of social debate; they can lead it, provided they act with authenticity and coherence, not opportunism.
The link between reputation and financial performance is also growing stronger. The Brand Finance Sustainability Perceptions Index 2025 reports that Tesla lost over USD 7.3 billion in sustainability-related brand value due to perceived shortcomings in governance and social impact. This shows that being “green” in name only is no longer enough—brands must act and communicate consistently.
On a global scale, the PwC ESG Outlook 2025 projects that sustainable institutional investments will grow by 84% by 2026, reaching USD 33.9 trillion, or more than 21% of all assets under management. Sustainability is no longer a reputational choice—it’s a strategic financial driver.
In short, the pressure on brands to take a stand on major societal issues is real and measurable. To turn this pressure into economic and relational value, companies must commit to consistency, integrity, transparency, and concrete actions. That’s the only path to building a brand that’s truly credible and enduring over time.”
Global Insights and the Economic Value of Reputation
The findings from Statista are part of a global trend linking brand reputation and social engagement to measurable business growth:
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According to the Edelman Trust Barometer 2025, 71% of consumers say they buy or boycott brands based on their positions on social or environmental issues.
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The Deloitte Global Purpose Report 2024 shows that “purpose-driven” brands grow up to three times faster than the market average.
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Among Gen Z, 64% consider the alignment between brand values and actions the main factor of trust, ahead of price or quality.
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Brand Finance 2025 reports that brands with strong ESG (Environmental, Social, Governance) scores have increased their brand value by 22% in the past two years.
As Gargiullo notes, “Reputation is the new currency of marketing. Brands must be credible, consistent, and able to embody the values they communicate. Only then can they create long-term relationships, attract talent, and achieve sustainable growth.”
The new Statista findings highlight a structural shift: companies are no longer mere observers of social debate but active participants expected to express their vision and accountability.
Consumers—more informed and aware than ever—reward transparency, empathy, and purpose, while punishing inconsistency.
In today’s world, where trust is the ultimate competitive capital, value-based reputation has become a measurable and strategic business asset.
Press Information
Giulio Gargiullo is a Digital Marketing Expert and Digital Trends Analyst, international consultant, and keynote speaker specializing in communication and digital strategy.
For over 20 years, he has worked with companies and institutions to develop data-driven marketing strategies, brand reputation management, and internationalization.
He is regarded as one of Italy’s leading professionals in digital marketing for foreign markets and luxury sectors.
