Brand Response to Current Events Expectations Survey

Thanks for taking a few minutes for this! We're curious how you think brands should handle current events — when to speak up, when to stay quiet, and how. There are no right answers, and this isn't about any particular political side. About 5 minutes.

In the last 12 months, have you noticed a brand publicly respond to a current event (through a statement, ad, social post, or action)?

• Yes, several times
• Yes, once or twice
• No, not that I recall
• Not sure

In general, which of these should factor into whether a brand speaks up on a current event? Select all that apply.

• Whether the issue directly affects the brand's employees or supply chain
• Whether the brand's customers are directly affected
• Whether staying silent could look like taking a side
• Whether the brand has genuine expertise or standing on the topic
• Brands should generally avoid current events regardless of relevance

For each type of issue below, what do you think a brand should generally do?

When a brand responds to a current event, rank what matters most to you in judging whether the response feels genuine rather than performative.

1. Concrete actions or donations backing up the words
2. Consistency with the brand's past statements and behavior
3. How quickly the brand responded
4. Whether the tone matches the brand's usual voice
5. Whether it comes from a named leader (CEO/founder) rather than a press release

When a brand's stance on a current event upsets some of its customers, how much does that change your overall opinion of the brand?

In the last 12 months, has a brand's public stance on a current event changed your actual purchasing behavior?

• Yes, I stopped buying from a brand because of its stance
• Yes, I bought more from a brand because of its stance
• Both, at different times
• No, it hasn't affected my behavior
• Not sure

When a brand does choose to comment on a current event, which tone do you find most and least acceptable?

• Empathetic and personal
• Factual and matter-of-fact
• Bold and assertive
• Cautious and measured
• Signed personally by the CEO or founder
• Formal corporate statement
• Brief and understated

If a brand chooses NOT to comment on a current event that's relevant to its industry, how do you usually interpret that silence?

• A neutral, reasonable choice
• Avoiding controversy
• Indifference or a lack of values
• Doesn't affect my view either way
• Depends entirely on the specific event

Ask the respondent to recall a specific, recent time a brand either spoke up or stayed silent on a current event that stuck with them — what the brand said or did, and how they personally reacted (emotionally and in terms of behavior, like buying or not buying). Probe whether the issue felt directly relevant to that brand's business, and whether the brand's tone matched what they'd consider genuine versus performative. If they can't recall a specific example, ask them to describe a hypothetical scenario that would push them to stop buying from a brand versus one that would earn their loyalty.

What is your age range?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

Which region do you currently live in?

• Northeast
• Midwest
• South
• West
• Outside the U.S.
• Prefer not to say

That's everything — thank you! Your responses will be combined with others to help shape guidance on if, when, and how we talk about current events publicly.