After a wave of corporate engagement in social justice in the U.S., followed by a recent backlash, some companies are retreating from their public commitments. At the same time, research demonstrates customers want to see their values reflected in their purchases. Edelman’s 2025 Brand Trust report found 64% of respondents buy, choose, or avoid brands based on “their beliefs about what is going on in society.” Caught between regulatory shifts and consumer demand, companies are struggling for a balanced approach, while finding that inconsistent or unclear communications can erode trust. The same report found 1 in 2 respondents assume the worst if brands are silent.