Porter Novelli Purpose Tracker: Addressing Social Justice & Diversity in Communications report dives into the business mandate to address racial inequality both internally and externally – through exploring the role of marketing and communications as brands commit to change.
Porter Novelli found that:
- 57% of Americans believe companies need to address racism in their branding
- When a company reflects diversity in its marketing and communications, 84% of Americans are more likely to have a positive image of that company, and 76% would be more loyal to that company
- 85% think companies need to examine their advertising platforms to ensure those platforms don’t perpetuate hate speech and fake news, and 76% say if they see a company advertising on a platform that perpetuates hate speech and fake news, they will be more likely to boycott that brand