Four in ten US consumers support companies and brands speaking out in favor of LGBTQ+ rights, while 14 percent say they should actively oppose. Another 35 percent of American consumers prefer companies to stay quiet and neutral on the issue, with older people being significantly more likely to prefer impartiality while younger people expect companies to take sides.
As shown by current controversies, these findings suggest that the American public remains divided over the role that they expect companies and brands to play going forward.
Source: GlobeScan Radar report (survey of 29,293 people in the general public in June ‒ July 2022)
