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A new wave of the Ipsos Consumer Tracker, fielded February 10-11 among 1,085 US adults, found that slightly fewer Americans think so.
63% of Americans said that companies should remain neutral on political issues a year ago, but that number has dropped to 56% today. When it comes to social media, 34% think companies participating in activism on social media platforms is the right thing to do (up from 26% in 2025).
A watch-out for brands: even as this desire for companies to remain neutral has dipped slightly, Americans are more likely this year to boycott a corporation that takes a stance on a political or social issue they don’t agree with. 56% said they’d be less likely to buy a company’s products or use their services if they disagreed with a company’s political stance (up from 52% in 2025) and 53% said the same if they disagreed with a company’s stance on social issues (up from 49% in 2025).
This slight downturn in desire for brands to remain neutral doesn’t change the fact that, for now, most Americans think that companies should remain neutral on social issues (57%) and political issues (56%).
The bottom line: Striking the right balance on issues is tricky. While most still think brands should stay neutral, this growing uptick in Americans looking to corporations for their stances is a trend worth watching.
If your organization is looking to effectively navigate corporate communications and public stances, Seven Letter can help.
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