Eight in ten also say that how companies behave now on equality will affect future loyalty to those brands

NEW YORK, NY, UNITED STATES, June 23, 2020 / EINPresswire.com / -- Racial equality protests sweeping the country are inspiring brands to take a fresh look at their commitments to diversity – and new research from GfK shows that consumers are paying close attention to these moves.Just-released insights from GfK’s Consumer Pulse show that 58% of all US consumers – and 73%* of African American consumers – say they have seen companies acting as “a force for good” during the protests.

Click here to register for a June 25th roundtable discussion on this topic.By contrast, about half of all US consumers and African Americans say they have noticed brands serving as a “negative force” during the social unrest.

GfK found that 74% of all in the US say that companies’ actions during the protests will influence their desire to do business with those brands going forward.Almost half (45%) of African Americans agreed strongly with this sentiment, and another 36% agreed somewhat, for a total proportion of 81%.

* Unless otherwise noted, percentages represent “top two box” results – those who agree “strongly” or “somewhat” with the statement“Our new research shows that US consumers – and African Americans in particular – are watching brands closely during this crucial moment,” said Stacy Bereck, Managing Director of Consumer Insights for GfK.

The research reveals changes in demand for goods and services, as well as which sectors and channels present risks or opportunities, so that companies can respond with confidence and come out of the crisis stronger, better positioned, and closer to consumers than before.As part of this research, GfK interviewed a representative sample of 1,004 US consumers (ages 16 to 65) during June 16, 17, and 18, 2020.

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