Companies
In today’s hyper-polarized climate, Current Group partnered with KRC Research to better understand what consumers expect from brands when it comes to culturally sensitive or controversial topics. To explore this dynamic, they conducted the NSFW Pulse Poll, surveying more than 1,000 U.S. adults to uncover where audiences draw the line — and what it takes for a brand to speak up authentically.
The study found that 61% of consumers believe brands should take a stand on social issues, but expectations vary significantly across generations, identities and political ideologies. While 81% of Gen Z welcomes brand stances, older and more conservative audiences are more hesitant. Still, one thing cuts across all groups: brand credibility hinges on actions that match words, which was cited as the top signal across all demographics.
The research outlines four imperatives for brands: know your audience, know your values, know when to speak, and know how to build equity over time. Consumers are paying attention — not just to what brands say, but to how consistently they follow through. Pandering, inconsistency or silence can be just as damaging as saying the wrong thing. In a complex cultural landscape, long-term trust depends on bold, values-driven action grounded in transparency, internal alignment and sustained community engagement.
Read the full report below.
