People's acceptance of inequality affects response to company wrongdoings The researchers found that people who do not accept inequality are more likely to negatively evaluate companies that have committed wrongdoings and that companies can improve their standing with these consumers if they offer sincere apologies and remedies. Image: Brett Jordan, Unsplash People's acceptance of inequality affects response to company wrongdoings Sara LaJeunesse January 28, 2021 UNIVERSITY PARK, Pa. — People who do not accept inequality are more likely to negatively evaluate companies that have committed wrongdoings than people who do accept inequality, and this response varies by culture, according to researchers at Penn State. The team also found that companies can improve their standing with consumers when they offer sincere apologies and remedies for the harm they caused to victims.