How do generational differences drive response to social-issue ads? The effect of value orientations across generations in the U.S.

This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.


  • Social-issue advertising can strengthen the relationship between a company and its customers by conveying a social consciousness that aligns with the customers’ own.
  • People can be motivated by a concern for appearances, demonstrating an egoistic-enhancement motivation in supporting corporate social responsibility (CSR) initiatives.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands