BUSINESS: Research + Stats Consumers Pay Attention to How Companies Respond to Racism By Staff Wednesday, July 7, 2021 10:17 AM How brands respond to racism informs many U.S. adults’ purchasing decisions, according to recent research from eMarketer. More than 2 in 5 U.S. adults said they have started or stopped using a new brand over its response to racial injustice, with younger adults at the helm. Nearly 3 in 5 of those ages 18 to 34 reported doing the same, showing that younger buyers pay attention to a brand’s social stance—and react with their wallets.