David Blecken
Sep 7, 2017

The rise of ‘belief-driven buyers’ raises questions around the role of agencies

Who decides what a brand should stand for?

Unilever's 'Help a child reach 5' initiative for Lifebuoy soap is seen as an example of purpose-led branding

According to Edelman’s Earned Brand’ study, which the agency presented in Tokyo this week, 39 percent of Japanese consumers are belief-driven buyers’ people who choose, switch, avoid or boycott brands based on the stance those brands take on societal issues. The research is based on responses from 14,000 people across 14 countries.

To be sure, 61 percent of people still aren’t really that engaged they are termed spectators’, seldom choosing or punishing brands for taking...

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