Brand Activism Research & Infographics

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Brand Activism Research Document Excerpts

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Edelman Earned Brand 2018

Brands Take A Stand

"The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64%) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.

The belief-driven mindset has gone mainstream. Belief-Driven Buyers are now the majority in every market surveyed, across all age groups and all income levels. Almost as many consumers aged 35-to-54 buy on belief as 18-to-34-year-olds, and the most impressive gains come from the older cohort, with an 18-point increase among people 55 years old and up.

A brand’s stand drives both purchase intent and advocacy. Showcasing a brand’s principles or its products inspires purchase equally. Buyers are just as likely to express purchase intent after viewing a communication focused on a brand’s stand as they are after viewing a product-focused communication. And a communication focused on a brand’s stand has an even greater effect on a consumer’s intent to advocate for the brand than one focused on product features.

A brand’s stand matters at every consumer interaction. Reminding consumers of the brand’s stand when they are about to buy is crucial: 60% say brands should make it easier to see its values and its position on important issues at the point of sale.

A brand can choose its stand across a spectrum of action — from defining a clear purpose, to connecting to culture, to engaging in full-throttle activism. People’s belief in brands as a force for social good provides marketers with an opportunity — and an obligation — to help their customers live their best lives."

  • "Nearly 2 in 3 Now Belief-Driven Buyers: Do you choose, switch, avoid or boycott a brand based on its stand on societal issues?

  • "Belief-Driven Buying Now Mainstream Around the World"

  • "Belief-Driven Mindset Now Spans Generations - More older consumers now buying on belief :"

  • "Welcome to the new Brand Democracy -

    • I believe brands can be a powerful force for change.

    • I expect them to represent me and solve societal problems.

    • My wallet is my vote."

  • "You’re Not Really Reaching Them - Marketers spend too much time looking for ways to force me to pay attention to their messages and not enough time thinking of ways to make me want to pay attention"

COLLECTION OF EXCERPTS - Open | Close

"64% say that CEOs should take the lead on change rather than waiting for government to impose it"

"1 in 2 people are belief-driven buyers. They choose, switch, avoid or boycott a brand based on its stand on societal issues"

"Of belief-driven buyers:"

"67% bought a brand for the first time because of its position on a controversial issue" "65% will not buy a brand because it stayed silent on an issue it had an obligation to address"

"Nearly 2 in 3 Now Belief-Driven Buyers - Do you choose, switch, avoid or boycott a brand based on its stand on societal issues?

"Belief-Driven Buying Now Mainstream Around the World"

"Belief-Driven Mindset Now Spans Generations - More older consumers now buying on belief :"

  1. 55+ up 18% to 56%
  2. 35-54 up 14% to 67%
  3. 18-34 up 9% to 69%

"Belief-Driven Mindset Now Spans Income Levels - More lower- and middle-income consumers now buying on belief"

  1. High (Top 25%) Up % to 69%
  2. Middle (50) Up 16% to 62%
  3. Low (Bottom 25%) Up 11% to 62%

"People Believe in Brands as an Effective Force for Change - People who agree:"

  1. 46% Brands have better ideas for solving our country’s problems than government
  2. 53% Brands can do more to solve social ills than government

"People Believe Brands Will Answer Their Call - Percent who Agree"

54%It is easier for people to get brands to address social problems than to get government to take action"

"The Power of a Brand's Stand"

"Your Stand Drives Purchase Intent - Percent who express purchase intent after viewing a product or brand communication"

  1. 44% Product Features
  2. 43% Brand's Stand

    "Your Stand Gets People Talking - Percent who express intent to advocate for the brand after viewing a product or brand communication"

    22% Product Features
  3. 32% Brand Stand

"Your Stand Matters to Them Even at the Point of Sale"

"60% Brands should make it easier for me to see what their values and positions on important issues are when I am about to make a purchase"

"You’re Not Really Reaching Them"

"Marketers spend too much time looking for ways to force me to pay attention to their messages and not enough time thinking of ways to make me want to pay attention"




Infographics

Edelman Earned Brand 2018 - Executive Summary

Edelman Earned Brand 2018 - Executive Summary

“Brandshaming: The Kids vs. The NRA” – Philip Kotler and Christian Sarkar

“Brandshaming: The Kids vs. The NRA” – Philip Kotler and Christian Sarkar