In 2018, belief-driven buyers were the 64% of people worldwide who say a company’s stand on societal issues affect their patronage, a 13-point bump from 2017, per Edelman. 64% say that CEOs should take the lead on change rather than waiting for the government to impose it. [1][2]

Nearly 60% of Americans thought brands should take a position on controversial issues no matter what, rising to 83% when combined with those who wanted companies to take a stance only if it related to their products or services, according to a report from eMarketer. [1]

Public stances, from campaign ads to press releases—especially on activist issues—have effects on the public perception of a company, its future sales and even the stock market. People see brands as an important way of expressing themselves and consumers want companies to align with their core beliefs, Felix Richter,data analyst for Statista, writes.

With the rise of belief-driven buyers comes Belief-Driven Marketing; Nike's 'Dream Crazy' drove increases in their sales, Airbnb and Coca-cola decided to use their costly 30-second time slots to denounce anti-immigration rhetoric and a wall at the Mexican-American border that President Trump promised to build, and Lyft condemned Trump’s travel ban.

Related

• By the numbers: Nike's bottom line survives the culture war

• Poll: Nike favorability plummets with Kaepernick campaign

• New job for CEOs: Building trust

References

1. Brands Take A Stand, 2018 Edelman Earned Brand

2. By The Numbers: The Rise of "Belief-Driven" Buyers, axios.com

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