New York, NY — As consumer expectations increasingly shape corporate behavior, the 2024 Corporate Social Value (CSV) Index emerges as a vital tool for understanding the dynamic relationship between social issues and brand loyalty. Developed by NYU SPS Division of Programs in Business, this groundbreaking report sheds light on how the alignment of social values—particularly those surrounding women’s reproductive health—directly influences consumers’ perceptions of brands.
Building on the success of the 2022 Corporate Social Values report, which established a foundation for educating brands about their social responsibilities, the 2024 CSV Index provides fresh insights into the evolving social landscape. It examines how demographic factors such as age, gender, political ideology, and geography influence consumer-brand dynamics in the United States.
“Today’s consumers are not just buying products—they are buying into the values of the brands they support,” said Dr. Milos Bujisic, one of the report’s lead researchers. “Our latest report explores how societal issues, from women’s reproductive health to economic concerns, are reshaping brand loyalty across the country.”
Key findings from the 2024 Corporate Social Value Index include:
Social Values and Brand Loyalty: Consumers continue to prioritize brands that align with their social values, reinforcing the importance of corporate social responsibility in brand strategy.
Minimal Shifts in Consumer Social Values: Despite a slight rise in liberal identification (from 21% in 2022 to 23% in 2024), conservative social values still dominate, presenting challenges for brands navigating this divided landscape.
Decline in Centrists: The drop in ideologically centrist individuals (from 48% to 46%) points to a growing polarization of social values in the US population.
Top Social Issues: Consumers ranked the economy, violent crime, and world peace as their most pressing concerns. Free healthcare garnered the highest support (65.5%), while socialism and transgender athlete participation received the least backing.
Brand Rankings: French brands made significant strides, with L’Oréal securing the top spot and Chanel ranking fifth. Meta (Facebook) made a remarkable leap from 74th to 9th place, reflecting a significant shift in consumer perception.
Women’s Reproductive Health: Birth control and contraception were widely accepted by US consumers, with opposition to these issues standing at just over 5%. This finding highlights the importance of reproductive health in shaping modern brand loyalty.
“The 2024 CSV Index serves as a compass for brands navigating the intricate and ever-changing landscape of consumer social values,” said Dr. Bujisic. “Understanding how social issues influence brand perception is critical for brands looking to maintain or grow their consumer base.”
The report, based on surveys from 2,532 US consumers, assesses the top 75 corporate brands across three indices:
Brand Social Values (BSV) Index: Measures the alignment between brand social values and consumer expectations.
Brand Product Benefits (BPB) Index: Evaluates the fit between brand products and consumer-preferred benefits.
Total Match Index: Combines social values and product benefits to assess overall brand strength.
About NYU SPS Division of Programs in Business, Integrated Marketing and Communication
The NYU School of Professional Studies Division of Programs in Business, Integrated Marketing and Communication, is a leading center for research and education in business, technology, and communication. The Division is dedicated to exploring the intersection of corporate responsibility and consumer behavior through cutting-edge studies like the Corporate Social Value Index, providing professionals and students with insights that drive meaningful change in industries.
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