Belief-driven individuals and organizations put their energy where their ideals are, taking a position on controversial issues and leveraging their platforms to support stories they seek to make reality. In 2018, @Belief-Driven Buyers were the 64% of people worldwide who say a company’s stand on societal issues affects their patronage, a 13-point bump from 2017, per Edelman. 64% say that CEOs should take the lead on change rather than waiting for government to impose it.

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