The SocialValues data are an annual survey done by Environics Research Group. We model these data using a two year rolling sample of data and PRIZM Premier. Because of the nature of sampling and sampling variability it is challenging to compare data change year over year. Trending is not a recommended application of the product other than to understand directionality on a specific value, in other words do consumers feel more or less strongly about this social value.
For SocialValues 2019 there are some large changes compared to 2018. In all cases the changes observed in the released SocialValues product are consistent with the source survey data. Given the magnitude of the largest changes, these data do suggest an overall trend in the underlying social value for the American population.