A company’s stance on controversial issues—think Nike’s Colin Kaepernick endorsement, or Levi Strauss’s statement on gun control—has an impact on the company’s ability to attract and retain employees (for better or for worse), according to new research from the Institute for Corporate Productivity (i4cp).
The i4cp survey of over 500 business professionals revealed:
- A whopping 62% said that they would not work for an organization if they disagreed with their stated beliefs
- 65% said they wouldn’t buy from a company if they disagreed with their stated beliefs
- A mere 5% stated that what an organization says about an issue would not influence their interest in working for them
- While most (56%) said that their organization has not ever taken a public stance on a political or controversial social issue, 30% said that their organization has
Millennials continue to drive corporate behavior, especially when it comes to recruiting and retaining top talent, and social responsibility is at the forefront. If you’re an employer hoping to keep a growing demographic, better get woke.