JUST Capital Survey: US Americans Seek Morale CEO Leadership, Not Necessarily Political Involvement
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The majority of Americans, regardless of their political party, ideology, or other demographic differences, “not only agree that business can and should be a force for good in the world but also are closely aligned on what precisely that means: paying people fairly, investing in their workforce, treating customers better, offering products or services at a fair price, minimizing harm to the environment, strengthening communities, and even making good on climate commitments,” according to the JUST Capital longitudinal survey of US Americans and their attitudes about capitalism and related issues as of the fourth quarter of 2024.The report concludes that people do not believe capitalism is working for the American dream. “According to recent polling from Pew Research, only about half of Americans (53%) say that dream is still possible. Our research findings support Pew’s: When our respondents were asked whether they believe capitalism is working for the average American, only about one in three agree.” Conservatives are more likely to agree that capitalism works for American.
When asked which stakeholders companies prioritize, shareholders come out way ahead of customers and employees in the view of respondents. “Only 34% of respondents believe that companies are having a positive impact on their lowest-paid workers and the environment, a proportion that has changed little in the four years since we started asking this question.”
The study finds less support for CEOs to speak out on social issues. “On transparency and disclosure, it is clear that in today’s low-trust environment, people hunger for more information on what companies are actually doing, not what they say they are doing. Despite the broad agreement that capitalism and the economy need to work for all Americans, opinions clearly diverge on whether this is actually happening.”
Liberals, the report asserts, are significantly more likely to agree that CEOs should take a stand on societal issues (73%), versus moderates (62%) and conservatives (47%).
The report concludes that “American people want companies to create value for all their stakeholders as a path to creating more value for their shareholders, for themselves, and for society at large. As our investment work demonstrates, this 'win-win-win' is not mere conjecture; it’s a fact. This report serves as a blueprint for any corporate leader, board member, or investor who aspires to this outcome.”
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