Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.
It’s once again in vogue for brands to take stands on important social issues. The 2018 Edelman Earned Brand study found that “nearly two-thirds of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017.” This isn’t simply the rise of social good-minded millennials, either. “Belief-driven buyers are now the majority in every market surveyed across all age groups and all income levels.”