6 in 10 consumers purchase brands to express political stance
Six in ten consumers are buying or boycotting brands to express their political postures, upending the world of business, a survey has revealed.
The study, which comprised feedback from 15,000 people based in 15 countries across Asia, Europe, the Middle East and the Americas, highlighted how brands are no longer restricted to the realm of profit making and have coalesced with politics in the mind of the consumer.
The 2024 Edelman Trust Barometer Special Report: Brands and Politics revealed almost eight out of 10 people surveyed in Saudi Arabia confirmed they boycott brands that support a side in the Israel-Hamas conflict. 58% respondents in Indonesia and 57% in the UAE mirrored similar views.
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