Customers are demanding more from brands in 2020 and beyond, looking for the companies they buy from to be engaged in their communities and active in the national dialogue. In 2019, Marstein reported that 70 percent of consumers want to know what brands are doing to address social and environmental issues. In 2020, as social justice came to a head, while mitigating a challenging political climate and global pandemic, consumers demanded that companies speak out. Brands like the NBA and MLB responded by supporting the Black Lives Matter movement and companies like Grubhub took a leading role in the conversations