U.S.: relevance of brands' kindness in purchasing decisions 2019-2023

After peaking at 38 percent in 2020, the share of adults surveyed in the United States who said a company's social consciousness and overall kindness was "very important " in choosing where to shop and what to buy fell by 11 percentage points to 27 percent in 2023. Between 2021 and 2023, over one-quarter (27 percent) of respondents stated that those factors were "not at all important."

Consumers' opinion on the importance of a company's social consciousness and overall kindness in choosing where to shop and what to buy in the United States from 2019 to 2023

Characteristic	Very important	Somewhat important	Not at all important
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Release date

January 2023

More information

Region

United States

Survey time period

2019 to 2023

Number of respondents

1,192,236 respondents

Age group

18 years and older

Special properties

weighted by U.S. Census

Supplementary notes

Total number of respondents from January 1, 2019, to January 16, 2023.
The source provides no information regarding percentage points exceeding or falling behind 100 percent.
The source does not specify the survey type.
This source phrased the question as follows: "How important to you is a company's social consciousness and overall kindness in choosing where to shop and what to buy?"

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