69% of 18-34 Year-Olds Are “Belief Driven Buyers” — Here’s A Better Way to Appeal to Them

2018-10-12T16:18:49-04:00October 12th, 2018|

By Sara Harper

A newly released survey of consumers finds that well over a majority around the world (including in the U.S.) now consider the social mission of a brand to be a critical attribute that affects their purchasing decisions.

The 2018 Edelman Earned Brand study finds that nearly 2/3 or 64% of global consumers will buy or boycott a brand solely because of its position on a social or political issue. As the study points out, this is a “staggering increase of 13 points from last year.”

Fully 59% of consumers in the U.S. (up 12 points from last year) are now characterized as “Belief-Driven Buyers” by the study author.

And it’s not just one country or one age group […]