After the recent events at the U.S. Capitol, Sundar Pichai, CEO of Google and Alphabet, told employees in a note: “The scenes from Washington, D.C., today are shocking and scary for all of us. Holding free and safe elections and resolving our differences peacefully are foundational to the functioning of democracy. The lawlessness and violence occurring on Capitol Hill today is the antithesis of democracy and we strongly condemn it.”
A new Ipsos poll shows Americans are split about the role of brands and CEOs in responding to major events in society, such as the storming of the U.S. Capitol on January 6. Democrats and younger respondents were most likely to be open to brands getting involved.
A majority think it is appropriate for companies and their execs to comment on public events.
57% of Americans think its ok for companies/brands and their CEOs to comment on events like the Capitol riot. However, only 1 in 5 think it is very appropriate for companies/brands (21%) or execs (19%) to comment.
Americans, according to the poll are split into thirds on when exactly brands should weigh in.
- 33% think they should only take a stance on issues they can realistically affect
- 31% think they should weigh in on all important issues
- 36% believe they should focus on their business and not comment on societal events at all
Partisan Divisions
46% of Democrats feel businesses should take a stand on all important issues. On the flip side, 56% of Republicans do not want businesses to comment on any societal events.
58% of Republicans agree that business leaders should not speak on political controversies. Only 37% of Democrats agree.
Actions
According to the poll, Americans prefer statements of unity and action rather than taking one side over the other. 77% believe a statement from a brand that makes a commitment to help solve the issue is appropriate. 78% agree that statements calling Americans to unite are appropriate.
Case in point: General Motors CEO, Mary Barra, had a unifying message after the events at the Capitol.
Who should weigh in?
Americans see politicians as most appropriate to respond to events like what happened at the Capitol.
Sports leagues were least likely to be chosen, but still over half thought it was appropriate for them to comment on events.
Methodology
The Ipsos was poll conducted between January 12-13, 2021, on behalf of Golin. A sample of 2,010 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English.
