January 8, 2026
January 8, 2026
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.
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.
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.
