How Social Good Policies Affect Consumer Behavior
Balancing social values with shopping value: Insights into what consumers say matters when choosing where to shop.
Brands that take a public stand on social issues often find themselves walking a fine line between purpose and profit. While shareholders debate proposals on what’s best for the brand, their customers react with their wallets.
As larger debates around diversity, equity, and inclusion (DEI) intensify, many companies are watching what’s happening to brands like Target and Costco and are left wondering: Do values-driven policies influence consumer decisions, or are other factors more important at checkout?
That’s why we used the Grow Progress Audience Understanding Survey tool to understand how shoppers respond to companies that promote social good policies like DEI.
Executive Summary
More Care Than Don’t Care…
Are customers more or less likely to shop somewhere promoting social good policies? The difference is staggering: 49% said they are slightly or much more likely, compared to just 10% who said they were somewhat or much less likely.
…But Social Good Policies Aren’t Why People Shop
Across all segments of people and sentiments on social good policies, “business models I agree with” was the least selected reason when determining where to shop. Cost, proximity, and quality of goods were the most common answers, with cost being the primary factor for most in this current economy.
Highlighting Core American Values
Those who said they were less likely to shop at stores due to DEI frequently brought up merit, which they view as an essential American value, and DEI as opposing that. However, we’ve seen that framing social good policies as other core American values and avoiding overtly hot-button terms like “DEI” can resonate with customers who would otherwise bristle at the term.
How We Tested
Using the Grow Progress Audience Understanding Survey tool, we surveyed over 1,000 Americans. We asked them, “Are you more or less likely to shop somewhere if they promote social good policies such as diversity, equity, and inclusion (DEI)?”
Afterward, we asked them to explain why they selected that option in their own words, via an open-ended question, and several questions about their shopping habits and beliefs.
The very next day, we had the following results.
Topline Results
When asked if promoting social good policies like DEI makes them more or less likely to shop at a store, the majority of people said it didn’t make a difference (41%), or that they were either slightly or much more likely to shop there (combined 49%). Very few people (10% combined) said they were somewhat or much less likely to shop at that store in response.
Responses fell along ideological and party lines, with the less likely segments skewing Republican and Conservative, the more likely segments leaning Democratic and Progressive, and the indifferent segment tended to be Independent and Moderate.
Although many opinions about DEI policies surfaced, we predominantly saw indifference. This shows us that the biggest battle with DEI and other social good policy messaging may be convincing people that it should be an important factor in their decision-making, even if they support these policies at a high level.
Key Opinion Segments
Our team of Research Strategists reviewed each key opinion segment (much more likely, slightly more likely, it doesn’t make a difference to me, slightly less likely, much less likely) to better understand the people who answered the main question, “Are you more or less likely to shop somewhere if they are promoting social good policies such as diversity equity and inclusion (DEI)?”
We also analyzed its general demographic makeup, values, and reasons for answering the way it did. We achieve this by utilizing our Grow Progress Value Scores. Each respondent is asked how well 17 universally held human values, such as Achievement, Equality, and Patriotism, apply to them. Their responses are calculated into value scores corresponding to Grow Progress’ Values Segments.
Lastly, to hear from respondents in their own words, we asked them an open-ended question about why they answered the way they did.
“Much More Likely”
Demographic Highlights
- 52% are registered Democrats
- 53% have a Bachelor’s Degree or higher
- 44% attend church weekly
- 31% make $100k+ annually
Vales Highlights
This segment accounted for 26% of the survey. People in this category feel strongly about political correctness, inclusion, and accountability. They believe the Government should do more to solve people’s problems. They also think most people can be trusted if given the opportunity and are optimistic that the world can be better for future generations.
Respondents shared why they are much more likely to shop at a store that promotes DEI:
“It gives me pleasure to shop at stores that are socially aware of the need for inclusion for all of America’s people.”
“I believe that companies that prioritize DEI are contributing to a more inclusive and fair society, and supporting them aligns with my personal values of fairness, compassion, and equity.”
“Slightly More Likely”
Demographic Highlights
- 52% attend church weekly
- 56% are men
- 42% have a Bachelor’s Degree or higher
- 35% are between the ages of 18 and 34
Values Highlights
The “Slightly More Likely” segment, which comprises 23% of total respondents, shares many of the same values as the “Much More Likely” segment, citing values like equality, fairness, and the value of a diverse workforce.
Here’s what they had to say about their answers:
“I answered based on the belief that promoting social good, like diversity, equity, and inclusion, shows a company cares about people, not just profit, which makes me more likely to support them.”
“I believe it is important to promote diversity in public spaces and workforces because America is supposed to be a country that is based upon providing opportunities for people regardless of where they come from.”
“It Doesn’t Make a Difference To Me”
Demographic Highlights
- 70% make less than $50k annually
- 51% have a High School education or less
- 51% are Independent
- 39% never attend church
Values Highlights
This was the largest segment of respondents, at 41%. This group believes in slow, gradual change and that things used to be better in the “good old days.” Many expressed an indifference towards DEI policies, as they are more focused on price, convenience, and quality than a company’s DEI policies. With the right message, this segment could potentially be moved to care more about DEI policies.
Respondents shared with Grow Progress:
“I care more about the quality of what I’m buying than the business owners’ opinions.”
“I just don’t care about it. I only care that people are treated decently and people shouldn’t have to make a deal about it. DEI is all for show.”
“Right now with the economy and inflation I have to choose based on price first.”
“Slightly Less Likely”
Demographic Highlights
- 44% attend church weekly
- 56% are over the age of 55
- 75% are white
Values Highlights
This segment, the smallest at just 3%, was broadly critical of DEI policies or just felt they were not relevant to their decisions and experience. They also brought up concerns over focusing on merit rather than DEI policies and hiring. This segment may not be easily persuaded on DEI policies, but could potentially be moved or neutralized with the right messaging that speaks to their concerns.
Here are their thoughts on DEI:
“I do not agree with quotas/mandates when it comes to hiring employees. People should be able to hire who they want, who is most qualified for the job. Race, ethnic background, gender, nothing like that shouldn’t be taken into account.”
“I feel that DEI promotes hatred and inequality because working positions aren’t being filled by the most qualified person. It’s basically reverse discrimination.”
“I think DEI has no effect on a product or service.”
“Much Less Likely”
Demographic Highlights
- 53% are registered Republicans
- 79% are white
- 50% are Evangelical
- 53% are over the age of 55
Values Highlights
At 7%, the Much Less Likely segment shared many similarities with the Slightly Less Likely segment. They believe strongly in merit and qualifications while holding onto the belief that DEI is discriminatory. It is doubtful that their minds can be changed regarding DEI, but due to their strong belief in traditional American values, they might be persuaded to support other social good policies if framed as such.
Here’s what they had to say:
“Because DEI is made up. It’s another form of racism. You should earn your respect, not just because of who you are as a gender or color.”
“DEI practices are discriminatory and unfair. People want to shop, buy, or work where competence and quality are more important than having quotas or stupid numbers just to hire or have certain groups.”
“DEI is unnecessary, it promotes bad service because the best aren’t being hired.”
Conclusion
This research reveals a crucial truth for brands: most Americans either support or are indifferent toward companies that promote social good policies like DEI, with only a small minority actively opposing them. Yet, social good isn’t the reason people shop. Factors like price, convenience, and product quality continue to drive the bulk of consumer decisions.
Companies shouldn’t expect DEI messaging alone to win customers, but they should also understand that it doesn’t inherently lose them either. Brands must thread the needle: embracing inclusive values while adapting how they communicate them based on who they’re talking to. While the term “DEI” is a hot-button topic that can deter certain audiences, core American values like diversity and opportunity still resonate widely.
In a divided landscape, one-size-fits-all messaging doesn’t work. But neither does silence. The brands that succeed will be those that navigate this complexity thoughtfully, recognizing that while shoppers prioritize value, they still want to buy from companies that reflect their values, too.
Ready to develop energizing messaging that aligns with your customers’ values? Learn more about Grow Progress’ Audience Understanding Surveys and Rapid Message Tests, and be sure to sign up for our newsletter and never miss a beat.
