In Advertiser Perceptions research conducted earlier this year among marketers and agencies, 72% reported that corporate responsibility and brand values actually play a more prominent role in marketing decisions in 2023 than in 2022. Recent consumer research from Gallup/Bentley suggests that Americans may have less interest in companies taking a public stance on current events or sociopolitical issues versus a year ago, but marketers are still finding ways to walk their talk when it comes to purpose-driven marketing.
While some brands are being more conservative about wading into social issues, not all are eschewing public stances, especially around topics seen as less divisive. Our research found that climate crisis and mental health were two of the top three brand values or social causes advertisers said they were embracing in 2023, which lines up with the top two issues consumers are most open to hearing from brands on, according to the Gallup/Bentley research.
Additionally, marketers are paying attention to the values and needs of their specific target audiences. In our research, DEI (diversity, equity and inclusion) topped the list of values incorporated into their strategies this year, while the Gallup/Bentley survey validated that a majority of those in younger, female and non-white demographics actually do want to hear from brands on the issues that matter most to them. Leaning into those issues can be more advantageous for brands than staying on the sidelines – if the target audience and brand values alignment is authentic.
As they fine-tune their strategies, many advertisers have realized that the first place they can be more values-driven is in more intentional media investment. Media outlets that monetize disinformation, undermine credible climate science or promote hate and intolerance toward underrepresented groups, for example, are an obvious misalignment, while those that uphold journalistic standards of information integrity, and cover current events and social issues responsibly move up the short list for ad investment.
Sarah Bolton is EVP Business Intelligence at Advertiser Perceptions
