Stat: Consumers are buying on belief

Edelman’s Earned Brand 2018 study has found that consumers around the world would prefer to spend their money on brands that take a stand on a social or political issue. These ‘belief-driven buyers’ are the majority in every market, age group and income level surveyed by Edelman.

Rather than just supporting brands that align with their own values, these consumers are also boycotting brands that shy away from controversy. The study found that 65% would not buy from a brand because it stayed silent on an issue that it had an obligation to address.

Nike recently enlisted American football player Colin Kaepernick, who has protested against racial injustice by refusing to salute the US flag, to star in one of its campaigns. Elevating its status as a Backlash Brand, Nike actually saw sales rise following the controversial ad.