- Report suggests growing scepticism of firms taking on ‘societal issues’
- Survey reveals growing distrust of governments, bosses and media
- Many feeling mounting frustration over their prospects for future
Businesses face a backlash for championing woke campaigns, from diversity to environmentalism, according to a major global report.
The Edelman Trust Barometer, which tracks attitudes towards companies and public institutions across the globe, suggested there was growing scepticism of firms taking on ‘societal issues’.
Compiled by public relations giant Edelman, the survey of 33,000 members of the public in 28 countries also reveals growing distrust of governments, bosses and the media – with many feeling mounting frustration over their prospects for the future.
And it suggests that while businesses are judged to be more ethical than governments, there are doubts whether they should be in any position to address broader issues.
Chief executive Richard Edelman said: ‘Business is facing a backlash from those opposing it as a catalyst for societal change.’
The poll reveals varying attitudes about whether businesses should be addressing issues such as affordability, climate change, misinformation and discrimination – not entirely negative.
Backlash: Edelman said business was being ‘pushed back’ for its involvement in issues ‘from diversity, equality and inclusion to sustainability’
But it suggests there are ‘guardrails’ that firms should overcome before their involvement is seen as justified, such as whether they could have a major impact, if doing so would boost their performance, if they caused the challenge or if the issue harms them or their customers.
Edelman said business was being ‘pushed back’ for its involvement in issues ‘from DEI [diversity, equality and inclusion] to sustainability’.
The findings come after high-profile instances where corporate involvement in controversial social issues has backfired, such as backlash against US beer brand Bud Light after it involved transgender influencer Dylan Mulvaney in a campaign.
And the Danish firm behind Lurpak and Anchor butter was hit by a boycott after it announced a trial to reduce the amount of methane – a gas linked to climate change – that its cows produce.
The survey findings were part of a wider report showing a ‘moderate to high sense of grievance’ overall among the public, defined by ‘a belief that government and business harm them’.
Among the frustrations is that things ‘will be better than today for the next generation’, believed by just 36 per cent. People in the UK are even more pessimistic, with only 17 per cent holding that view.
The report argues that this has been reflected at the ballot box. ‘Citizens have raised their voices against business, government and the wealthy,’ said Edelman.
‘Incumbent parties have been ousted in Western democracies, including the US, UK, France, Germany and Canada.’
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