The Citizen Connections Report 2023 is a study on the ‘state of social connection in today’s world’, and surveyed over 3,000 adults across the UK and North America. As part of its report, Citizen Relations asserted that “brands can tackle social connection in ways we haven’t yet seen.” It states that consumers largely want brands to effect change, with 90 per cent believing there is at least one societal issue that brands have a role in addressing. Mental health was found to be the top issue that audiences want brands to increase their advocacy for (50 per cent). Income inequality and unhoused communities are the two topics respondents want to see brands address that they aren’t currently seeing as much activity around.