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.
There is also growing evidence of customers expecting brands to take a position on contested topics – 71% respondents said that a brand must take a position on a controversial or political issue, especially under pressure.
"There is a spike in brand nationalism since last year, which is particularly strong in the Middle East and Southeast Asia," Richard Edelman, CEO of Edelman, said in a post.
"This is directly attributable to the Israel-Palestine war, with 55% plus of respondents in Saudi Arabia, Indonesia, India, and UAE saying they boycott brands that support a side in the conflict. Nearly 80% of respondents said that they will not buy foreign brands because of the countries in which they are headquartered. Around three quarters of respondents in Saudi Arabia, Indonesia and India said that they were buying more of their own country’s brands instead of foreign brands than a year ago."
Nearly one in two US consumers see half or more brands as political. The sentiments are stronger among Saudi (53%), Emirati (53%) and Indian (53%) consumers. Every one in two consumers assumes the worst when brands maintain silence.
Moreso, consumers are willing to protect brands they trust, with 55% respondents claiming they would stay loyal and not shop around for other brands, and 53% championing brands, recommending them to other people.
