http://www.cnn.com/2015/07/02/politics/confederate-flag-poll-racism-southern-pride/index.html
It was when I came to the realization about 15 years ago that African-Americans had such a different view of the flag from me that I changed my stance on its use. As a middle aged white male, I saw the flag as a symbol of southern heritage and regional pride. From my perspective the flag had moved beyond an association with slavery and was now a regional symbol. I knew some hate groups had adopted its use as well, but from my perspective that was such a small minority that people didn't associate the flag with them, but rather the region.
Then I came to realize as a whole the AA community saw it the exact opposite. When they saw someone with the flag in their truck, they had an immediate emotional reaction wondering if the owner was someone who hated them for their race. Was that person just proud to be southern or were they a racist? That is an emotional question I would never feel about the flag.
I realized that flag, for whatever reasons (and they don't really matter), had been irrevocably associated by my AA brothers as a symbol of hate. Nothing in the short term could change that - but it really wasn't a big effort to simply understand that perspective and stop using it.
The other thing, however, that I can conclude from the CNN study is that those who state everyone who displays the flag is a racist are clearly too simplistic in their understanding as well.