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A study from professors at NYU Stern Center concluded that brands should reframe inclusivity messages around “access,” rather than identity, in supporting social issues to avoid backlash from the "go woke, go broke" critics of corporate social responsibility.
Their research, according to a column in Harvard Business Review, involved 2,100 U.S. adults testing 30-plus messages per seven unnamed “iconic brands” exploring ethical business, inclusivity, and societal well-being issues. The goal was to learn how brands can use social messages to engage, not alienate, consumers.
A core finding was that social messaging focusing on access -- or using language about serving those that have been underserved, excluded, or otherwise marginalized -- most favorably drives brand appeal. The researchers wrote, “Social claims relating to other types of identity were less universally supported, unless directed to a consumer who shares that identity (e.g. products for women that lean into communications about supporting women).”
Other advice included identifying and focusing on social issues “relevant to your business offerings, stakeholders, and sphere of influence.” Targeted messaging was also found to be appropriate for some brands. The researchers noted, “Demographic-specific messaging is effective when it reflects a brand’s authentic voice, a clear disparity/access problem, and demonstrated engagement in the community.”
The findings come as brands from Target to Bud Light, Disney, Chick-fil-A, Cracker Barrel, and many more have retreated from DEI programs and are quietly removing environmental, social, and governance (ESG) updates from communications amid regulatory changes and boycott threats.
'Woke' Messaging Supported in Some Instances, But Not in all Cases
The NYU Stern Center study noted that research continues to demonstrate that “customers want to see their values reflected in their purchases,” citing Edelman’s 2025 Brand Trust report that found 64% of Americans “buy, choose, or avoid brands based on my beliefs about what’s going on in society.” The same study found that if a brand does not mention what it is doing to address societal issues, 53% “assume the brand is doing nothing, or hiding something.”
The NYU Stern study likewise favorably found adding the right social messages to the product or service core attribute message increased the average appeal from 42% (core attribute) to 62% (first social claim) to 70% (additional two social claims).
A survey earlier this year from global insights firm Globescan revealed that more than half (53%) of Americans want companies to support DEI initiatives, while only 14% want them to oppose it. Nearly two-thirds (65%) said corporations should support government action on protecting fresh water, and more than half (52%) said government action on climate change should be supported. Only 10% and 11%, respectively, said that companies should oppose these issues.
Protecting democracy (48%), rights of the LGBTQ+ community (38%), and a woman’s right to choose (34%) are also issues where many consumers believe companies should speak out in support of. However, for the latter two, many believe companies should stay neutral or quiet, at 32% and 39% respectively.
“There is a strong signal-to-noise problem in today’s political environment," said Globescan in its report. “The American public is instead highly supportive of companies speaking out on a number of sustainability and social issues. Companies with the savvy and conviction to meet consumer expectations can be more vocal around these issues and potentially improve brand trust.”