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      "text": "The proportion of those willing to pay extra for the 'right' brand image is significantly higher among higher-income and/or higher-education individuals than those with more modest levels of these attributes.",
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      "text": "Base: 48,579 adults aged 16-75 across 50 markets, interviewed online between 23 September and 14 November 2022. Source: Ipsos Global Trends 2023",
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