USC Annenberg examined which issues consumers believed would be most prevalent in 2023 in the “USC Annenberg Relevance Report.”
A survey of 900 U.S. adults was conducted in 2022.
Key findings include:
— 41% of respondents said they are planning to increase their active support of the causes they believe in.
— Mental health and abortion causes were most top of mind, followed by climate change and education.
— 46% of respondents said they would take a pay cut to work at a company that aligned with social values that were important to them.
— 72% of consumers said they would pay more for a product from a brand that aligned with their social values.
— About one-third of respondents said they would pay an extra 25% or more for that product.
See the full USC Annenberg Relevance Report here