Following the police shootings of multiple African Americans, people across the country are fed up with brands and organizations that don’t fight such issues as racism and bias.

New research by public relations giant Edelman suggests that brands must show a strong position for racial fairness or risk losing customers, business, and trust from people who support them.

In a special report, some 60% of 2,000 Americans surveyed by Edelman in early June reported that brands must take a stand to publicly speak out against racial injustice.

Richard Edelman, president and CEO at Edelman, told BLACK ENTERPRISE via email that the data is important now because the results are unequivocal: Americans, across race, gender, and age group, want brands to step up and play a central role in addressing systemic racism.

Some 60% of those surveyed say brands need to use their marketing dollars to advocate for racial equality and educate the public on the issue.