Commemorating MLK Day: Equality and Tolerance Among U.S. Adults

In honor of Martin Luther King, Jr. Day, we’re looking at the values that embodied King’s life and mission to fight for civil rights nationwide. How far as a country have we come in the past half a century?

How do U.S. adults rank equality and tolerance among top values now?

To measure these personal values, which are part of what refer to as the Human Element, we use the theory of basic individual values, developed by Dr. Shalom Schwartz. He identified a set of personal values that range from individuality to humanity to creativity, duty, dependability, and, of course, tolerance and equality.

  • TOLERANCE: acceptance of those who are different than you
  • EQUALITY: the belief that everyone should be treated equally

In June of 2020, 52.3% of U.S. adults believed that tolerance was an important value. 53.7% believed that equality was an important issue.

Now, on MLK Day, we’re looking at the numbers again to see how these values have evolved over the past 7 months, during a time when the American public has seen anxieties rise and participated in tough, necessary conversations. As of January 2020, 52.7% of U.S. adults now believe tolerance is an important value — a number that has stayed the same since June. However, equality is now important to 55.5% of U.S. adults, a small but significant rise that reflects a positive shift as Americans focus on their communities around them. 

equality and tolerance values

Source: Resonate Ignite PlatformTM, January 2021

Continuing to Track Shifts in Equality and Tolerance Among U.S. Adults

As the world continues to change and evolve, we’ll be tracking value shifts in real-time. We’re staying in touch with U.S. consumers across the country through our National Consumer StudyTM and will be covering changes across behaviors, preferences, values, motivations and more through reports, including our white paper that examines shifts in values during times of crisis.

Categorized as: Blog Page

Ready to Put Resonate to Work?

Hundreds of consumer brands, ad agencies, and political and advocacy organizations are using Resonate’s consumer insights to make better connections with their customers and yours. Don’t let your competition get ahead.

Request a Demo