Link Sharing: Evaluating the Authenticity of Corporate Allyship

Shared by Dr. Rochelle Ford, APR

A new study published in Organizational Behavior and Human Decision Processes explores how Black Americans evaluate the sincerity of corporate allyship. The research identifies two primary indicators that shape perceptions: the costliness of the organization’s allyship and its consistency over time. Together, these factors influence whether statements are perceived as genuine or performative.

1. Costliness Builds Credibility

Allyship messages that involve some level of reputational or financial risk were perceived as more sincere. These efforts suggest a genuine commitment rather than a marketing tactic.

Takeaway for communicators: Consider the implications of your organization’s DEI messaging—especially during moments of heightened attention. If there’s no visible trade-off or accountability, your audience may not view it as authentic.

2. Consistency Over Time Matters

Participants were more likely to trust organizations whose allyship efforts extended beyond high-profile moments. Sporadic statements or reactive responses to public pressure were viewed skeptically.

Takeaway for communicators: A long-term track record matters. Audiences are watching for follow-through—and inconsistency can quickly erode trust.

3. Perceptions Are Shaped by Impacted Audiences

The study centers Black stakeholders as evaluators of allyship authenticity, reminding communicators that trust is not a one-size-fits-all concept. Lived experience plays a critical role in how messages are interpreted.

Takeaway for communicators: Tailor your approach with cultural awareness. Listening to and learning from the communities most affected by injustice should be a central part of any DEI communication strategy.

What it Means for CCOs

As an academic study rooted in experimental methods, this research offers communications professionals a data-informed lens on how allyship messaging may be interpreted. While the findings are not prescriptive, they highlight the importance of strategic alignment between words and actions. For CCOs, it presents an opportunity to reflect on how allyship is expressed—and received—in an increasingly discerning public environment.

Go Deeper: Related Thought Leadership

• Beyond Communication: How CCOs are Shaping Business Strategy
  Explore how CCOs are expanding their influence beyond traditional boundaries to drive transformation, shape business strategy, and lead on societal issues.
• Page Principles: Tell the Truth, Prove It with Action
  A foundational reminder that words without credible action are unlikely to build long-term stakeholder confidence.