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 […]