It’s once again in vogue for brands to take stands on important social issues. The 2018 Edelman Earned Brand study found that “nearly two-thirds of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017.” This isn’t simply the rise of social good-minded millennials, either. “Belief-driven buyers are now the majority in every market surveyed across all age groups and all income levels.”
Some of that rapid change in consumer mindset is undoubtedly driven more by the current political and social climate than the deep-seated consumer wants, but it’s no longer simply a fad. It’s something that all brands need to consider.
