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

American consumers care deeply about a brand's values and stance on social issues when making purchase choices. In early 2023, approximately three 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.