Beyond party and the pocketbook: racial resentment, hostile sexism, and perceptions of corporate political activity

AbstractRecent controversies over “woke” businesses have challenged traditional partisan political alignments, leading to increased criticism on the right of corporate political activity. This paper explores how the public evaluates corporate political activity, focusing specifically on whether individuals believe corporations are doing too much (or too little) to advance social and political goals. We are especially interested in how social identities and pocketbook considerations shape perceptions of corporate political activities not explicitly tied to social issues. Does racial resentment, for example, influence perceptions of corporate political activity designed to increase worker wages or improve health care? Or are the effects limited to efforts to achieve racial equality? We find that racial resentment and hostile sexism have spillover effects, affecting perceptions of corporate political activity across issue areas. Partisan affiliation, political ideology, and personal pocketbook considerations, in contrast, play a more limited role. Previous research has demonstrated the effect of racial resentment and sexism on support for welfare policies. We add to this literature by showing that racist and sexist opposition extends to corporate political activities that might not be explicitly identified as socially progressive.