Brand Expectations Index 2025: Reputational Trends in Challenging Times

We launched our Brand Expectations Index (BEx) last year to get a pulse on the public’s attitudes towards corporate America at a time of increasing unease. Our findings led us to counsel companies to focus on their products and customers, and resist engaging in social and political issues not core to business.

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Our 2025 Brand Expectations Index, Navigating Reputation Challenges and Opportunities in Consequential Times, delves deeper into the technologies and actions that will significantly impact businesses this year. It’s a tale of two subjects that dominate the headlines and current corporate agendas: AI and DEI / ESG, two themes shaping work, American business, and life in general. 

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It’s a turbulent time but our data reveals some encouraging findings that offer opportunities for proactive CEOs, marketers, and communicators who love to lean into a good challenge.

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