What Consumers Really Want Brands to Do About Social Issues.

The article focuses on research conducted by the NYU Stern Center for Sustainable Business, supported by Edelman and the Ford Foundation, which examines how U.S. brands can effectively engage consumers through social issue messaging linked to their core business. Findings show that social sustainability messages—particularly those addressing access to products and services, basic needs, crisis response, support for disability and veteran communities, and economic status—significantly increase brand appeal across diverse demographic and political groups when authentically aligned with the brand's purpose. The study highlights that consumers expect brands to take meaningful, measurable actions on societal issues, with messaging that emphasizes inclusivity through access rather than identity to broaden appeal. Recommendations for corporate leaders include focusing social communications on relevant disparities and ensuring social commitments are integrated with genuine business practices to build trust and long-term loyalty.