The 2017 Edelman Earned Brand Study shows that 30 percent of consumers worldwide say that they make belief-driven purchase decisions more that they did three years ago.
They will buy your brand, switch from it, avoid it and - at the extreme - boycott it over your stance on a controversial or social issue. This is the new normal for belief-driven consumers.
- Britta Heer
- Managing Director Brand
- +49 (0)40 356206 031