The pandemic has reminded most Americans that essential needs and services are often provided by workers who are unseen and underappreciated. This recognition of essential workers has triggered an escalating interest for consumers to know that the brands that they spend their hard-earned dollars are socially responsible and treat their employees well.
Consumers who face uncertainty themselves instinctually make choices about how and where they spend their dollars. According to a 2019 Cone Study, 90 percent of Gen Zers expect companies to act on social issues.
This pandemic calls on all of us to prioritize the health and safety of our communities. In our industry, this means promoting social responsibility and placing greater focus on worker welfare.
