Utilizing Adaptive Advertising as Brands Taking Stands Becomes More Common

Putting a plan in place before a controversial campaign avoids having to pull an ad

Millennials aren't the only consumer base asking for brands to take definitive stands. Pixabay

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.”

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@federallamm Ben Lamm is co-founder and chairman of Hypergiant. (Disclosure: Adweek’s parent company, Beringer Capital, is a minority investor in Hypergiant.) He is also a member of the Adweek Advisory Board.