Updated on Jun 12, 2024
Updates quarterly

Global Corporate Purpose Tracker

Measuring consumer demand for international corporate activism and trust in business
Consumer demand for corporate activism on hot-button issues
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Source: Morning Consult Political Intelligence

Consumers are demanding new and different kinds of corporate activism. In a world where trust in institutions has been on the retreat and ethical consumerism on the rise, people increasingly look to companies to take leadership on hot button issues like climate change, LGBTQ rights, abortion access, unionization, and more.

To help leaders chart a path forward, Morning Consult’s Global Corporate Purpose Tracker follows consumers’ expectations surrounding corporate activism and gauges global trust in business, while diving deeper into the expectations of global consumers around corporate action on key social issues. The tracker is updated quarterly.

Don’t see the data cut you’re looking for? Contact us to subscribe and get this data broken down by demographics, including: generation, age, gender, political ideology, education level, and more.

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Data file with extended demographics
A sortable XLSX data file covering personal views and expectations of corporations on key social issues. Contains extended demographics including: age, gender, generation, political ideology, employment status, education level and region.
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Production-ready charts covering country snapshots and cross-country comparisons of consumers' views on social issues and expectations for corporate action.
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Global Consumer Trust in Business

Net trust in each of the following:
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“Net trust” is the share of adults in each country who said they trust each category “a lot” or “some” minus the share who said “a little” or “not at all.”
Source: Morning Consult Political Intelligence

Values-Based Consumerism

Shares of adults who said they “strongly” or “somewhat” prefer to buy goods and services from companies that reflect their social values
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Source: Morning Consult Political Intelligence

Source of This Data


Sampling and data collection

This report relies on data collected through Morning Consult’s proprietary survey research capabilities. Data comes from surveys conducted in March 2024 among representative samples of roughly 1,000 adults per country, with unweighted margins of error of +/-3 percentage points. All interviews are conducted online. Surveys field during the second half of the indicated month.

Data is weighted to approximate representative samples of adults in each country surveyed. Weighting parameters vary by country.

Consult our Global Political Intelligence Methodology Primer for additional details on sampling and data collection procedures, weighting and representativeness, margins of error, and question wording.

About Morning Consult

Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more at morningconsult.com.

Email [email protected] to speak with a member of our team about the Global Corporate Purpose Tracker.

Sonnet Frisbie
Deputy Head of Political Intelligence

Sonnet Frisbie is the deputy head of political intelligence and leads Morning Consult’s geopolitical risk offering for Europe, the Middle East and Africa. Prior to joining Morning Consult, Sonnet spent over a decade at the U.S. State Department specializing in issues at the intersection of economics, commerce and political risk in Iraq, Central Europe and sub-Saharan Africa. She holds an MPP from the University of Chicago.

Follow her on Twitter @sonnetfrisbie. Interested in connecting with Sonnet to discuss her analysis or for a media engagement or speaking opportunity? Email [email protected].