Why 3 is the magic number when deciding how many social causes to champion

Data has shown that audiences want corporations to take a stand on social issues — but deciding what that looks like in action for your organization can be key to crafting authentic messaging.

New research from the University of Southern California’s Annenberg Center for Public Relations indicates the magic number of social issues companies are addressing at one time is three, followed mostly closely by two. The majority of respondents said they are taking on between one and five topics at once, an ode to quality over quantity.

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The Annenberg report notes that it’s most effective for brand managers focus on a few core social topics, presenting Ben & Jerry’s main focus on criminal justice reform as an example.

How to decide which issues are the best fit for your organization

According to the report, most PR pros are pursuing increased public engagement on social issues because of a desire to enact positive social change and because an issue aligns with the company’s values.