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The impact brand values and stance on social issues have on consumer choices in the United States in 2023, by gender

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Source

Release date

March 2023

Region

United States

Survey time period

March 1 to 24, 2023

Number of respondents

11,415 respondents

Age group

18 years and older

Special properties

Male and female consumers*

Supplementary notes

* The survey counted 3,974 female and 7,441 male respondents.

Citation formats

Impact of brand values & stance on social issues on consumer choice in the U.S. 2023

Published by
F. Watty,
Mar 28, 2023

American consumers care deeply about a brand's values and stance on social issues when making purchase choices. In early 2023, approximately in four consumers said they would switch to brands that share their values, and they were just as likely to boycott brands supporting causes they are against. The same percentage of consumers also felt that brands should stay away from social issues. While there were no large differences in opinion between genders, women were slightly less likely than men to think that brands should avoid taking a stance on social issues.

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