The drive to change a brand’s name or other aspects when it’s perceived to have racist characteristics has garnered a mixed response from Americans, with 46% overall in favor, according to a survey from YouGov.
The survey of 4,707 U.S. adults found noticeable differences of opinion by both age and political party. When asked if they would support a the replacement of any advertising icons related to racial stereotypes, 60% of Democrats, but only 24% of Republicans, said yes. A majority (54%) of Americans between the ages of 25 and 34 would support such a move.
Support for changing a possibly racist ad icon outstripped support for other potential measures a company could take on racial issues. “Donating to causes that address racial inequality” came in at 35%, while “releasing a public statement” polled 32%. But another 32% said they would not support a brand doing any of those things.
The survey also asked respondents whether they agreed that “Brands that express views on political or social issues are just trying to exploit them.” The highest positive response, at 65%, came from white respondents over age 65.
PepsiCo recently announced that it would change the name of Aunt Jemima pancake mix and other products by the end of the year. Other racially identified icons for brands like Uncle Ben’s and Cream of Wheat are under review.
