Corporate consistency wins
Add Axios as your preferred source to
see more of our stories on Google.
Illustration: Eniola Odetunde/Axios
Three recent studies converged on two big themes for communicators: Americans are most concerned with practical, pocketbook issues and are looking for consistency from business leaders.
Why it matters: Our inboxes are flooded with industry research, but separate surveys conducted by three of the largest consultancies highlight specific trends of what Americans say matters.
First, Americans' biggest concerns are increasingly practical rather than political.
- Brunswick and Echelon Insights found that the cost of living, the economy and jobs account for 41% of voters' top concerns. Burson said 81% of Americans remain deeply concerned about the cost of living and inflation.
- Americans also ranked fair wages, data privacy and worker safety among their top expected corporate priorities, according to APCO.
Second, Americans appear increasingly skeptical of companies that react to the political moment rather than demonstrate consistency.
- Burson found 76% lose respect for CEOs who change public positions under outside pressure. APCO's survey showed 72% respect companies that maintain their commitments despite political pressure.
- Brunswick and Echelon Insights found 65% want businesses to stay politically neutral and focus on serving customers.
The big picture: The findings suggest Americans are asking companies to focus on the things that affect people's daily lives and keep showing up regardless of which way the political winds are blowing.
Case in point: Costco's board defended the company's DEI policies amid activist investor pressure, noting "many of our members like to see themselves reflected in the people in our warehouses."
- Shareholders overwhelmingly rejected the anti-DEI proposal.
- Costco emerged from the news cycle with its reputation unscathed, ranking fifth in the Axios Harris Poll 100 reputation rankings last year and this year.
- In contrast, Target faced a boycott after it rolled back some of its DEI policies in 2025. It slipped from 59th in the 2024 Axios Harris rankings to 71st this year.
Simon's thought bubble: As we've covered, comms leaders can't just be messengers. They need to be peers with the rest of the C-suite, and that means pushing back on operational decisions that carry real reputational risk.
Between the lines: Saying nothing isn't necessarily safer. Audiences fill the silence themselves.
- APCO found that 27% interpret corporate silence during major events as fear of backlash, while 22% see it as a signal that the company may quietly agree with what is happening.
Reputation doesn't only erode during major crises. It can quietly disappear through unexplained decisions, inconsistent messages and missed opportunities to communicate.
- Burson reported 48% of Americans have gradually lost confidence in a company without being able to identify a defining moment.
The fine print: Burson surveyed 1,601 U.S. adults between April 22-30.
- Brunswick and Echelon Insights surveyed 1,001 registered voters from June 25–28.
- APCO's survey included 1,522 U.S. adults, fielded May 19–28.
The bottom line: Communicate about the business, focus on what matters most to your customers and ground every message in your company's values.
