Belief-driven buyers

In this age of social media activism, what a company stands for has become just as important as what it sells, maybe more so. The true value of a brand today is its values.

A study conducted by the PR firm Edelman found that 64% of consumers globally buy on belief—up 13 points from last year. “Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.”

What’s more, a majority of the consumers surveyed (54%) said they have more faith in brands acting on social issues than government.

With today’s political and religious institutions under siege, this really isn’t so surprising.

Perhaps it foreshadows a world where businesses become the true agents of change. And, the marketing of ideas will take precedence over the selling of products.