Radical TruthsNov 10, 2019
Nearly two-thirds of consumers globally now ‘buy on belief’, meaning they will ‘choose, switch to, or boycott’ a brand based on its stand on societal issue (Source: Edelman’s 2018 Earned Brand Study). In light of this, consumers are increasingly engaging with the idea of moral capitalism, prioritizing truth and transparency, and looking to brands to truthfully represent their values and those of society.
In this month’s Futures Feed – Radical Truths – we delve into just how brands can reintroduce the truth and reimagine our democratic, social and economic systems to differentiate themselves and powerfully connect with their communities and consumers. The feed brings three areas of change to life by highlighting the key insights driving this new power shift, best-in-class examples and the opportunities this new paradigm can present to brands in every sector.