Around the globe, consumers are putting their personal convictions front and center. From the grocery aisle to the car dealership, they’re buying on belief. This global study from Edelman surveyed 14,000 people from 14 countries and found that 50% are “belief-driven” buyers, meaning they will buy a brand, switch from it or boycott it based on a brand’s stance on controversial or social issue.Ideology dominates the cultural conversation.
- Half of people surveyed are “belief-driven” buyers, willing to buy a brand, switch from it or boycott it based on a brand’s stance on controversial or social issue.
- The majority of millennials (60%) are belief-driven buyers, as are more than half of Gen Z (53%) and Gen X (51%).
- Among belief-driven buyers:
- 67% will buy a brand for the first time based solely on the brand’s position on a controversial topic
- 23% will pay a 25% premium for a brand that supports their position
- 65% will NOT buy a brand because it stayed silent on an issue it had an obligation to address
- 48% will advocate for your brand, defend it and criticize competitors for a brand that speaks us versus staying silent