The news: Corporate values are playing an increasingly central role in shaping advertising decisions, according to a report by Advertiser Perceptions. The top five values now influencing marketers are DEI, mental health, support for quality journalism, news integrity, and sustainability.
This shift reflects a broader movement within the industry to align advertising practices with consumers' ethical and social priorities.
- Of particular note is the commitment to quality journalism and news integrity. Since the study was last conducted in 2022, this priority has climbed from fifth to third. Some 83% of marketers believe advertising should support legitimate journalism, and 2 out of 3 work for companies that have made it an active priority—up from 45% 24 months ago.