In the wake of the Black Lives Matter protests, organizations are aiming to improve diversity, reinforcing one important truth: consumers want brands to take a public stand against racism. In fact, 65 percent of Americans think brands should act responsibly and publicly support anti-racist initiatives, according to a Piplsay survey. Piplsay polled 30,452 people nationwide from July 12 to 13 to understand consumer sentiment toward brand responsibility.

While over half of respondents said brands definitely should take a stand against racism, just 18 percent think they shouldn’t, while 17 percent say they’re not sure.

The brand action consumers would appreciate most is eliminating racial bias from within their organization completely (31 percent).

The effort to combat racism in the workforce has been given greater urgency, contributing to the accelerated pace of resignations. After racism accusations surfaced, co-founder Jen Gotch, Bon Appétit editor-in-chief Adam Rapoport and Solid8 CEO Michael Lofthouse stepped down.

Being consistently vocal through statements, ads or campaigns (18 percent), eliminating racial undertone from their brand identity (13 percent), donating to anti-racism causes (12 percent) and calling out racist comments on social media platforms (eight percent) comprise other brand actions consumers would appreciate.

More than half (56 percent) of US consumers are most willing to buy from brands that take a public stand against racism, but especially Gen Z and millennials (62 percent). This finding reflects the recent actions of multiple brands who have recently retired racist names, logos or mascots. For example, Aunt Jemima, Uncle Ben’s and the Washington Redskins announced they will update their brand identity over racist origins. Thirty-nine percent of Piplsay’s respondents believe this act of symbolism will help make a difference in eliminating racism.

Nearly half (46 percent) also think that brands’ collective show of support for anti-racism will lead to a credible change. Perhaps the largest collective show of support has come from the over 400 advertisers who pulled spending from Facebook over its content moderation practices.