There is no question that the coronavirus pandemic has disrupted so many aspects of the world we live in, and responsible business is no exception. As companies move forward on Purpose-driven efforts, Americans believe companies must acknowledge the profound impact of the pandemic on our world. In fact, six-in-10 (60%) Americans think companies must modernize current responsibility programs to reflect COVID-19 specific issues and audiences.
Still, Americans recognize the important work that was already in progress prior to the pandemic – and believe companies must continue on that track. Only 19 percent of Americans believe companies should completely refocus Purpose initiatives to address COVID-19 issues specifically. Most, felt companies must continue to support existing programs, while adjusting to include issues specifically impacted by COVID-19.