While Americans think character and values are important, they believe society does not focus enough on them today

Washington, DC, March 22, 2023—A new Congressional Medal of Honor Society poll, conducted by Ipsos, finds that nearly four in five Americans (79%) believe having strong values and character is important. However, seven in ten (71%) also believe that there is not enough focus on values and character traits in American society today.

Additionally, 77% of Americans believe that, compared to previous generations, American society is now less values-based.

The poll also finds that, when asked to rate the importance of specific values, nine in ten Americans say that integrity (93%), courage (93%), commitment (93%), and citizenship (91%) are at least somewhat important. Slightly less, but a strong majority, nonetheless, say the same of sacrifice (84%) and patriotism (82%). Lastly, nearly three in four Americans (74%) agree that the Medal of Honor is a very distinctive recognition.

About the Study

This Congressional Medal of Honor Foundation poll, conducted by Ipsos, was conducted February 24 to February 26, 2023, by Ipsos using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 1,023 adults age 18 or older. The sample also includes 220 military/veterans, defined as those who are currently active duty or were on active duty in the past.

The survey was conducted using KnowledgePanel, the largest and most well-established online probability-based panel that is representative of the adult US population. Our recruitment process employs a scientifically developed addressed-based sampling methodology using the latest Delivery Sequence File of the USPS – a database with full coverage of all delivery points in the US. Households invited to join the panel are randomly selected from all available households in the U.S. Persons in the sampled households are invited to join and participate in the panel. Those selected who do not already have internet access are provided a tablet and internet connection at no cost to the panel member. Those who join the panel and who are selected to participate in a survey are sent a unique password-protected log-in used to complete surveys online. As a result of our recruitment and sampling methodologies, samples from KnowledgePanel cover all households regardless of their phone or internet status and findings can be reported with a margin of sampling error and projected to the general population.

The study was conducted in English. The data were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, and household income. The demographic benchmarks came from the 2022 March Supplement of the Current Population Survey (CPS). The weighting categories were as follows:

• Gender (Male, Female) by Age (18–29, 30–44, 45–59, and 60+)
• Race/Hispanic Ethnicity (White Non-Hispanic, Black Non-Hispanic, Other, Non-Hispanic, Hispanic, 2+ Races, Non-Hispanic)
• Education (Less than High School graduate, High School graduate, Some College, Bachelor’s and beyond)
• Census Region (Northeast, Midwest, South, West)
• Metropolitan status (Metro, non-Metro)
• Household Income (Under $25,000, $25,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000-$149,999, $150,000+)

This dataset also includes active and veteran members of the U.S. military, which were weighted to these demographic benchmarks:

• Gender (Male, Female)
• Age (18–44, 45-64 and 65+)
• Race/Hispanic Ethnicity (White/Other/2+ Non-Hispanic, Black Non-Hispanic, Hispanic)
• Education (High School graduate or less, Some College, Bachelor or higher)
• Census Region (Northeast, Midwest, South, West)
• Metropolitan status (Metro, non-Metro)
• Status of Military enrollment (Active duty, Veteran)

The margin of sampling error is plus or minus 3.2 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.11. For military/veterans, the margin of sampling error is 6.8 and the design effect is 1.07. The margin of sampling error is higher and varies for results based on sub-samples. Sampling error is only one potential source of error. There may be other unmeasured non-sampling error in this or any poll. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent.

About Ipsos

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.

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Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com