DATA IN DETAIL FULL TEXT FOR ANSWER CHOICES THAT WERE ABBREVIATED IN THE REPORT EXPECT: Actions consumers expect from the brands they buy Shortened Full Give money to good causes They give money to good causes such as feeding the poor and eradicating disease Address societal challenges They actively engage in addressing social issues and helping to address societal challenges that I care about Tell hard truths They are not afraid to speak the truth about what is happening in the country, even if it is unpleasant or not what their customers want to hear Support local communities They support and improve the communities in which they do business Create positive change in society They use their power, money and influence to create positive change in society Display representative images They display positive and demographically representative images of our society Address political issues They actively engage in addressing political issues that I care about Support culture and the arts They support culture and the arts Make our culture more accepting They actively work to improve our culture, making it more humane, more accepting and richer No support for misinformation They do not support with their advertising money organizations that allow hate speech or the spread of mis-information 32