BRANDS TAKE A STAND

Today more than ever, consumers are putting their faith in brands to stand for something. To do the right thing. To help solve societal and political problems. Whether people are shopping for soap or shoes, they’re weighing a brand’s principles as much as its products. Opting out of taking a stand is no longer an option for brands. 

The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.