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
- Brands Take A Stand, 2018 Edelman Earned Brand
- By The Numbers: The Rise of "Belief-Driven" Buyers, axios.com
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