The news: As brands broadly step away from diversity, equity, and inclusion (DEI) commitments, consumers are looking to those who stay the course. A Disqo study in collaboration with Do the Werq uncovered key insights into how consumers continue expecting brands to show up.

Among the key findings:

• About 40% of US adults are willing to reduce spending on certain brands in response to companies rolling back their DEI commitments, whereas 39% already have. Of those respondents, 17% would stop purchasing and tell others, 15% would reduce purchasing, and 9% would stop purchasing without telling others.
• In contrast, more than 40% of US adults would increase support for companies who support DEI causes like LGBTQ+ initiatives despite possible political backlash. This is especially true for LGBTQ+ adults, of which 80% would increase support.

Silence at a cost: While brands are undoubtedly feeling the pressure to scale back commitments, stepping away from DEI and the social issues it encompasses could prove costly.

• Brands retracting support risk losing loyalty: For each consumer who supports brands that step back from DEI initiatives, four to five would reward companies that stand by them.