31 2022 EDELMAN TRUST BAROMETER SPECIAL REPORT: BUSINESS AND RACIAL JUSTICE HOW WE SEGMENTED RESPONDENTS INTO RACISM RESPONSE GROUPS For this analysis, we took the possible responses from a question which asked respondents: “ There are many things that a person might do to help address the racism problem in this country. Which of the following, if any, have you done in response to racism in this country?” The possible answer choices are shown on the right, along with how those answers were categorized. The answer choices shown underneath denier and on the sideline are exclusive, meaning that if a respondent chooses one of these responses, they can’t choose anything else. Respondents qualify as an advocate against racism if they answer yes to any of the four advocacy choices, but none of the activist items. If a respondent answers yes to any of the activist items, they qualify as an activist against racism, whether or not they also qualify as an advocate. Possible categories respondents could fall into: 1. Denier: • I do not believe racism is a problem in this country, so I have not personally done anything to address or fight it • I do not believe that racism is a problem in this country, and I have engaged in counter protests against people or organizations that have attempted to characterize the U.S.as a racist country. 2. On the sideline • I believe racism is a problem, but I have not personally done anything to address or fight it. 3. Advocate actions: • I have supported and participated in product and business boycotts in response to a company’s racist behavior or racist policies quartile • I have signed petitions to support specific actions and initiatives aimed at addressing racism • I have “liked” or reposted content on social media that calls attention to or discusses the problem of racism • I have donated money to groups that are committed to ending racism 4. Activist actions: • I have attended public protests or marches to oppose racist behavior, incidents, or policies • I have communicated directly to political or business leaders about what I want or expect them to do to address racism • I have campaigned for political candidates that share my views regarding the importance of ending racism • I have volunteered with organizations that are committed to fighting racism