PRT Edelman Affiliate publishes the annual international study Earned Brand 2018
According to the survey, 64% of consumers, regardless of age and income level, all over the world buy or ignore a brand solely because of its position on a particular social or political issue. Compared with last year, this figure rose sharply by 13 points. Buyers who want the brand to share their convictions are now the majority in all markets, including the US (59% – an increase of 12 points), Japan (60% – by 21), the UK (57% – by 20) and Germany (54 % – by 17).
A survey of 8,000 people in eight markets showed that consumers are convinced that brands are a stronger driver of social change than the government. More than half of the respondents (53%) think that brands are capable of doing more to solve social problems than the government, and 54% said that it is easier for people to get brands to solve social problems than the government to act.
“We are witnessing the emergence of the“ Brand Democracy ”, as consumers choose brands that are agents of change. Now brands are forced to go beyond solving their classic business problems and become advocates for values. In this new relationship between the company and the consumer, the purchase is based on the brand’s readiness to live in accordance with the values, to act purposefully and, if necessary, to take a firm civic stand. ”
This year’s study also showed that consumers are ready to make a purchase after seeing a message based on the brand’s commitment to values (43%) almost as likely as in the case of a product-oriented message (44%). However, to foster brand loyalty, the first (32%) will be much more effective than the second (26%).
“This dynamic turns marketing from function into aspiration. Brands can take a position in a wide range of actions up to civic activism. ”
Regardless of the stage at which the brand is included in the fight, once you start it is impossible to stop.
“The question is no longer whether you need to have your position, but how to take it. A brand must understand its audience and think in the long run, so that the position it chooses will reliably link its values with customers. ”
The main results of the study of Edelman brands in 2018:
- Nearly half (46%) of all consumers believe that brand ideas for solving social or political problems are better than those of the government.
- The majority (60%) of respondents believe that brands should clearly express their position on important issues.
- 56% of respondents believe that marketers spend too much time searching for methods of attracting attention to their messages and not enough time to think about how to awaken consumers’ desire to pay attention to their messages.
- In 45% of cases, the brand’s appeal through social networks or editorial materials in the media more successfully attracted the attention of consumers than paid advertising (29%) and their own media channels (25%). * This conclusion is made on the basis of an additional mobile survey of 32,000 consumers in the same eight markets.
You can view the full presentation of the study at: