This summary is provided by the IPR Center for Diversity, Equity and Inclusion

The USC Annenberg Center for Public Relations analyzed the perceptions of corporate activism in the public relations industry and beyond.

An online survey of 163 PR professionals, 54 investors, 100 business leaders, 709 employees, and 1,537 consumers was conducted from Feb. 20 – March 12, 2024.

Key findings include:
1.) Less than half of Americans (ranging from 13% for large businesses/major corporations to 38% for nonprofit organizations) believe that nonprofits, corporations, local and federal governments, and media outlets are meeting their expectations in addressing social challenges.
2.) 13% of consumers believe corporations are playing a large role in addressing societal challenges, compared to 38% of PR professionals who believe the same.
3.) 85% of PR professionals believe that companies are responsible for addressing social issues, compared to 61% of consumers who believe the same.
4.) Consumers said the top three issues they are focused on are the American economy (81%), the 2024 presidential election (72%), and mental health (72%). 
— However, while consumers themselves are focused on the election, only 51% believe companies should speak out on the upcoming election.
5.) 49% of consumers said they would “recommend the company to friends, family, or colleagues” if a company’s position on an issue aligned with theirs.

Read the full report here

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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