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

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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