Business on the Home Front: New Expectations for Corporate America in 2025

Since the first Trump administration came into office in 2017, APCO’s research has tracked the evolution of public expectations for corporate advocacy and business’s role in addressing societal and economic issues. Our 2022 survey, conducted after Republicans captured the House, revealed growing bipartisan alignment on business’s role in economic issues, while highlighting sharp divisions on how companies engage on social issues. This divide has manifested in backlash and now recent rollback of ESG and DEI initiatives.  

In our first 2025 Pulse Check report, based on a survey of the U.S. public, titled ‘Business on the Home Front: New Expectations for Corporate America in 2025,’ economic concerns—especially kitchen table issues—dominate Americans’ priorities for both government and business. The study reveals that companies face a complex mandate to balance competing public demands: curbing rising prices, supporting U.S. jobs and addressing workforce challenges. This economic focus is intertwined with a sense of nationalism, evidenced by strong support for U.S. jobs and the American workers. While “it’s the economy, stupid” may be timeless, this moment also seems different. Our findings suggest deeper public skepticism about an economic system perceived as benefiting the few rather than the many. The strong support for domestic manufacturing and demands for price controls point to growing frustration with both government and business leadership.  

Building on these economic concerns, the study also sheds light on specific issues such as tariffs and hiring practices, which pose significant reputational risks for companies. While President Trump’s plan to implement tariffs is still unclear, our data shows that two-thirds (65%) of the public expect companies—not consumers—to absorb any cost increases. Further, the data shows a public highly divided on companies hiring undocumented workers, with sharp partisan disagreement as Republicans and rural Americans express a preference for United States or documented workers, even if it means unfilled positions and higher costs.  

Given these findings, one fact is certain: businesses must demonstrate it is on the side of the American work. Whether through affordability, job creation or U.S. supplier relationships, Americans expect companies to prioritize domestic economic interests.  

So, what can companies do now? Our data reveals four key actions for companies to build reputation in today’s environment:  

1. Highlight your commitment to affordability through operational efficiency
   
2. Clearly connect pricing and business decisions to U.S. economic benefits – whether through job creation, community investment or support for American suppliers 
3. Be transparent about unavoidable cost pressures from tariffs while demonstrating efforts to minimize consumer impact 
4. Emphasize your company’s commitment to employment and economic mobility