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DEI (diversity, equity, and inclusion)… CSR (corporate social responsibility)… and environmental stewardship: these are hot-button topics! They’ve all been under attack in recent months from the populist end of the political spectrum. As a result, many brands have felt pressured to retreat from their earlier commitments.
Should your brand follow suit?
As a thinking individual, you no doubt have your own strong opinions on these issues. However, as the guardian of your brand, you should also consider what your customers feel. So let’s take a look.
When it comes to DEI, CSR and the environment, what do consumers actually want? It turns out that some quite thorough research has been conducted on the matter. Here’s a quick summary of key findings (sources are listed below):
Environmentalism: Consumers Still Care
- Sustained Concern: Over half of global consumers (51%) rate environmental impact as “extremely” or “very” important in their purchasing decisions—a figure that has remained stable since 2020.
- Demand for Transparency: 83% want brands to be more open about their sustainability efforts, and 71% favor brands actively working to reduce their carbon footprint.
- Generational Shift: Younger consumers (Gen Z, Millennials) are especially likely to prioritize sustainability, influencing long-term market trends.
- Reality Check: While environmental concern is high, price and quality still outweigh sustainability for many, especially during economic uncertainty.
Key Insight: Political attacks may challenge environmental initiatives, but consumer demand for sustainability remains strong, particularly among younger demographics.
DEI: Broad Support and Growing Activism
- Majority Support: Around 60% of U.S. adults say DEI initiatives are “very” or “somewhat” important to business success, with even higher support among full-time employees.
- Backlash to Rollbacks: A plurality of consumers opposes companies walking back DEI commitments, and support for such rollbacks is declining (less than 1 in 3 favor brands reneging on DEI).
- Consumer Activism: One-third of all consumers have stopped or reduced purchases from brands that have pulled back on DEI. Among Black, Hispanic, and LGBTQ+ consumers, this figure rises to 45–58%.
- Demographic Differences: Support for DEI is highest among young people, minorities, and city dwellers, while opposition is strongest among older and conservative groups.
Key Insight: Consumer sentiment is largely out of step with vocal attacks on DEI. Most consumers, especially those in key growth demographics, expect brands to maintain or strengthen their DEI commitments—and will penalize brands that retreat.
CSR: Responsible Brands Win Loyalty
- Preference for Responsibility: 77% of consumers prefer to buy from companies engaged in CSR, and 54% consider CSR practices in their purchasing decisions.
- Willingness to Pay More: Many, especially Millennials and Gen Z, are willing to pay a premium for products from companies with strong CSR commitments.
- Demand for Authenticity: Consumers increasingly expect genuine, transparent CSR efforts—not just marketing campaigns.
- Investor Pressure: CSR is also important to investors, with 78% considering CSR reports a key factor in evaluating companies.
Key Insight: Despite politicization, the majority of consumers continue to value CSR and expect brands to act responsibly. Superficial or performative CSR is likely to be called out and penalized.
Table: Consumer Sentiment vs. Populist Attacks
| Area | Political Rhetoric | Consumer Sentiment |
| Environmentalism | Downplay, rollback | 51%+ see as very important; demand transparency |
| DEI | Oppose, dismantle | 60%+ support; boycotts for rollback; activism |
| CSR | Question, minimize | 77% prefer CSR brands; 54% consider in purchases |
So What Should Brands Do?
- Stay the Course: Retreating from environmental, DEI, or CSR commitments may offer short-term relief from political pressure but risks long-term damage to trust and loyalty.
- Be Transparent: Consumers are skeptical of greenwashing and superficial efforts—authenticity and openness are essential.
- Segment Strategically: Tailor messaging to different audiences, but avoid abandoning core values for short-term gain.
- Engage Younger Demographics: Gen Z and Millennials are driving demand for responsible business practices and will shape future market expectations.
The Big Takeaway
“Populist” doesn’t always equate with “popular.” Despite the noise, the majority of consumers in 2025 remain committed to environmentalism, DEI, and CSR. Brands that align with these values—authentically and transparently—are more likely to win trust, loyalty, and long-term growth.
SOURCES
Note: With this kind of large-scale research, there’s inevitable a time lag, but massive reversals of sentiment are unlikely in a short period.
GlobeScan, Healthy & Sustainable Living Report 2024
Deloitte, Gen Z and Millennial Survey 2024
Morning Consult, DEI in Business 2024
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