The latest Americans’ Views on Business Survey, released by JUST Capital, reveals shifting public expectations for corporate leadership, with a strong emphasis on worker treatment, fair wages, and ethical business practices.
The survey, now in its eighth year, underscores the complex stakeholder landscape facing CEOs today while offering insights into the key priorities shaping business accountability and leadership. The findings will inform JUST Capital’s 2025 Rankings of America’s Most JUST Companies, set to be published in early 2025.
The report reflects growing economic concerns among Americans, particularly regarding wages, workplace conditions, and affordability. A deepening distrust of institutions is also evident, with respondents calling for greater transparency, corporate accountability, and ethical leadership.
Unlike previous years, when corporate leaders were expected to take public stances on social issues, the report suggests a shift in public sentiment—business leaders are now expected to focus on core operational, strategic, and financial responsibilities, with concrete actions mattering more than statements or pledges.
The survey highlights shifting public expectations for corporate leadership, with fair wages remaining the top priority as Americans call for businesses to ensure workers receive a living wage. Worker well-being also ranked highly, with strong bipartisan support for safe working conditions, mental health support, and employee engagement.
The importance of work-life balance continues to grow, with widespread backing for flexible scheduling, paid time off, and corporate care benefits. Ethical leadership saw a significant rise in priority, moving up five places to become the second most important issue, reflecting a growing demand for integrity and trust in institutions.
Similarly, transparency and honest communication gained prominence, with respondents emphasising the need for open corporate practices and greater accountability. For the first time, fair pricing emerged as a key issue, likely driven by post-pandemic inflation, with the public calling for goods and services to be priced fairly in line with their value and quality. While perspectives on inclusivity and environmental responsibility varied, there was surprising alignment across political groups on core business ethics and workplace expectations.
Overall, the findings suggest that corporate America has an opportunity to lead on critical economic and social issues, with the public prioritising meaningful action over corporate rhetoric.
JUST Capital’s findings suggest that corporate America has a major opportunity to play a leadership role in addressing economic and societal challenges. By prioritising fair wages, ethical leadership, and worker well-being, businesses can not only strengthen stakeholder trust but also become a stabilising force in an increasingly divided landscape.
With public sentiment increasingly focused on corporate deeds over rhetoric, the report serves as a strategic guide for business leaders navigating evolving stakeholder expectations.
