Shaping Public Expectations

In the business landscape of the 2020s, we witnessed a noticeable uptick in companies and brands aligning with sociopolitical causes, ostensibly driven by growing public demand for heightened social and political consciousness from these entities. While existing research has largely focused on public expectations as the primary motivator, there is a pressing need for a more comprehensive understanding of the individual, organizational, and social determinants that influence these expectations. This chapter discusses conceptual frameworks underlying these critical factors and their impact on shaping public expectations for corporate social advocacy. The chapter identifies seven key factors, including (1) a lack of faith in government; (2) withdrawal and polarization; (3) increased corporate influence; (4) a societal shift of social norms toward greater awareness of sociopolitical issues; (5) the impact of social media on efficacy for problem-solving; (6) evolving preferences of Millennial and Gen Z publics; and (7) the need to meet expectations of social norms and values.