Survey: Consumers want companies to support DEI, environmental causes
While some retailers have rolled back diversity, equity and inclusion (DEI) initiatives, consumers are still looking for companies to support social causes and sustainability.
A new survey from global insights firm Globescan revealed that more than half (53%) of Americans want companies to support DEI initiatives, while only 14% want them to oppose it. The survey found that even among Republican voters, 38% are in favor of corporate DEI initiatives, while 19% are opposed.
On questions of sustainability, consumers are also in favor of companies taking progressive stances. Nearly two-thirds (65%) of respondents said corporations should support government action on protecting fresh water, and more than half (52%) said government action on climate change should be supported. Only 10% and 11%, respectively, said that companies should oppose these issues.
[READ MORE: Survey: Most consumers still look to buy sustainable, but only some will pay extra]
Protecting democracy (48%), rights of the LGBTQ+ community (38%), and a woman’s right to choose (34%) are also issues where many consumers believe companies should speak out in support of. However, for the latter two, many believe companies should stay neutral or quiet, at 32% and 39% respectively.
Overall, consumers say that CEOs specifically should be expected to speak out to defend social causes. Sixty-seven percent said that chief executives should speak out on the importance of DEI progress, while 71% say it is important for CEOs to address climate change. Across demographic groups, Americans feel strongly about this. Gen Z (78%) are most likely to want CEOs to defend DEI, while 56% of Baby Boomers and older agree.
“There is a strong signal-to-noise problem in today’s political environment," said Globescan in its report. “The American public is instead highly supportive of companies speaking out on a number of sustainability and social issues. Companies with the savvy and conviction to meet consumer expectations can be more vocal around these issues and potentially improve brand trust.”
Additional insights from the survey include the following:
- Nearly half (49%) of those surveyed report buying an environmentally-friendly product in the last month, compared to 43% in July 2024.
- Only 15% of those surveyed said they are “uninterested” in sustainable purchases.
- Price is the leading obstacle for those looking to buy sustainably, as 55% said they would have liked to buy an eco-friendly product, but didn’t because it was too expensive.
For its report, Globescan surveyed 1,004 U.S. adults from March 25-28, 2025.
