Majority of consumers consider a brand’s social and political stances before making a purchase

Nearly 60% of consumers will buy or boycott a brand solely because of its stance on a social or political issue, according to Edelman’s Earned Brand study, with 30% stating that they make purchases based on their beliefs more than they did three years ago.
The study, which surveyed 14,000 people worldwide from countries including Brazil, China, France, India, Japan, the US and the UK, shines a light on the fact that consumers - particularly millennials - are increasingly expecting brands t