> ## Content Index
> Fetch the complete content index at: https://capitolcommunicator.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Consumer Activism Increasing and Companies Now Better Off Taking Controversial Stances on Issues Rather Than No Stance at All
- URL: https://capitolcommunicator.com/consumer-activism-increasing-and-companies-now-are-better-off-taking-controversial-stances-on-issues-rather-than-no-stance-at-all/
- Published: 2018-02-14T23:56:22.000Z
- Updated: 2018-02-15T21:50:44.000Z
- Author: Capitol Communicator
- Tags: B to C, Insights, #wp-top-center-sponsored, #Import 2026-10-08 18:49

**New studies from** [**Global Strategy Group**](https://www.holmesreport.com/agency-playbook/agency-profile/global-strategy-group?ref=capitolcommunicator.com) **and** [**APCO Worldwide**](https://www.holmesreport.com/agency-playbook/agency-profile/apco-worldwide?ref=capitolcommunicator.com)confirm that consumer activism is on the rise — so much so that companies are better off taking controversial stances on issues rather than doing nothing at all, reports The Holmes Report, which added that ““There is a new standard for corporations today. Americans expect companies to stand up for what they believe, even if it’s controversial,” said Julie Hootkin, partner and co-lead of GSG’s corporate impact practice. “It’s no longer safe for corporations to sit on the sidelines.”

“GSG’s 5th annual business and politics report, [Call to Action in the Age of Trump](http://www.globalstrategygroup.com/wp-content/uploads/2018/02/BusinessPolitics%5F2018.pdf?ref=capitolcommunicator.com), found 76% of US consumers believe companies should stand up for what they believe in regardless of how it plays. That number is up from 70% in 2016.

“On top of that, half the study’s respondents, which included a mixed group of 807 adults and 303 Washington insiders, said they expect corporations to mobilize by taking action within 24-hours of an issue or event.

“The research also found consumers are increasingly backing corporations taking stands on a wide range of issues such as equal pay for women (89%), improving race relations (83%), LGBTQ equality (67%) and immigration reform (66%).

“And a growing number of Americans are paying attention, according to the study. Today, 32% of Americans (a 10-point increase), 42% of millennials (an 11-point increase) and 57% of influential Washingtonians actively seek information on corporate values and positions.”

More here.