Seven out of 10 consumers said they make it a point to support brands that donate to causes important to them, an 11% increase from 2022. Demonstrating an authentic commitment to sustainability, DEI, and other issues important to consumers can help brands make more meaningful connections.
The Rise of the
Values-Driven Consumer
While providing quality products at a good price is a perennial method for earning consumer trust, they expect more from brands, and the path to earning their trust continues to evolve along with their values.
top 5 Causes that are Most Important to U.S. Consumers
DEI and sustainability are important causes to consumers. Among adult Gen Z consumers, 62% said they’re willing to pay more for brands with third-party sustainability certifications. Companies that share their efforts on these important topics can help earn the trust of values-minded consumers.
Meeting Consumer Expectations
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*Source for all data: Amazon Ads with Environics Research, 2023 Higher Impact report, CA, DE, ES, FR, IT, UK, and U.S.
The Rise of the
Values-Driven Consumer
81% of global consumers are more likely to purchase from brands whose values align with their own.
73%
78%
79%
Top 5
causes that are most important to U.S. consumers
Mental health awareness
29%
Health care/Health care access
26%
Economic uncertainty
25%
Human rights and social issues
21%
Homelessness/Unhoused persons
20%
Meeting Consumer Expectations