Corporate involvement in social and political issues has been a divisive topic in recent years.
Recently, a number of businesses have made headlines for their Diversity, Equity, and Inclusion (DEI) initiatives, with some scaling back in response to President Trump’s executive orders on federal DEI policies.
Others continue to push forward and align themselves with social movements.
But what do consumers actually want?
New data from the Ipsos Consumer Tracker suggests that a growing number of Americans prefer brands to stay neutral.
This shift raises questions about the role of corporations in public discourse and how they balance consumer expectations with company values.
A Rising Preference for Brand Neutrality
More Americans are saying that companies should stay out of social and political debates.
In January 2025, 57% of Americans said businesses should remain neutral on social issues. This is up from 52% in June 2023.
A similar trend emerged for political issues, with 63% of Americans favoring neutrality, compared to 56% two years prior.
These numbers might suggest a steady movement toward disengagement, with an increasing number of people preferring that companies focus on their products and services rather than advocacy.
This shift could also reflect frustration with divisive messaging or a desire for businesses to avoid taking sides in an already polarized environment.
Consumer Boycotts Remain Consistent
Even as more Americans express a preference for neutrality, the percentage willing to boycott over corporate stances has stayed largely unchanged.
About half (52%) say they are less likely to buy from a company that takes a political position they oppose.
This number has barely moved since 2023.
The same holds true for social issues.
Almost half of Americans (49%) report they would avoid a brand if its stance on a social topic conflicts with their views.
While preferences for neutrality have increased, reactions to brand activism remain steady.
Consumers may not want companies to take sides, but when they do, the response, whether support or backlash, is consistent.
Looking Ahead
These findings may suggest that corporate activism remains a delicate balancing act.
More people want brands to remain neutral, but the willingness to walk away from companies based on their political or social stances is just as strong as before.
Consumer preferences are shifting, but one thing remains clear—Americans still pay attention to what brands say, and just as importantly, what they don’t.
Want to share your opinion on brand activism and other trending topics?
Take part in Ipsos iSay surveys and see what’s available on your dashboard today.
The Ipsos research shared in this article has been sourced from:
https://www.ipsos.com/en-us/more-people-want-brands-stay-out-political-and-social-issues