REPUTATION GAINS FOR COMPANIES THAT GET THEIR HOUSE IN ORDER Percent who say that they would view each action by a company as… Negative Something I expect Exceed expectations Replacing a racist logo, jingle, symbol or product name -18 44 21 65 with one that is non-racist Apologizing for racist it had engaged in -23 38 20 58 actions decades ago Paying reparations to ethnic groups it had discriminated against -28 29 21 50 many year in the past 2021 Edelman Trust Barometer Special Report: Business and Racial Justice in America. EXTRA_CREDIT. For each of the following actions a company could take to address racism, please indicate whether the action would lead you to see the company as going beyond your expectations when it comes to addressing racism, whether the action is something you would expect every company to do, or whether the action is something that would negatively impact your opinion of the company. 3-point scale; code 1, exceed expectations; code 2, something I expect; code 3, doing this will negatively impact my opinion. General population, U.S. “Replacing a racist logo, jingle” is an average of attributes 1 and 2. 27