By the numbers: The rise of "belief-driven" buyers

In 2018, 64% of people worldwide say a company’s stand on societal issues affects their patronage, a 13-point bump from 2017, per Edelman.

In the U.S. alone, 57% are belief-driven buyers, up 10 points from 2017.

China has the highest belief in brands taking a stand with 78% of the population.

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