2018 Edelman Earned Brand. Belief-driven buying segments. U.S. Belief-driven buyers choose, switch, avoid or boycott a brand based on its stand on societal issues.
*2019 Edelman Trust Barometer Special Report: In Brands We Trust? Mobile Survey. Belief-driven buying segments. U.S. and among Non-Hispanic White, Black, and Latinx populations.
Citation formats
U.S. consumers who buy products based on a brand's stand on societal issues 2017-2019
In 2019, 60 percent of consumers in United States stated that their purchases were influenced by the brand's stand on societal issues. That figure was 47 percent in 2017.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Edelman. (June 7, 2020). Share of consumers buying products based on a brand's stand on societal issues in the United States from 2017 to 2019 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1150561/share-of-consumers-buying-products-based-on-brands-social-stand-us/
Edelman. "Share of consumers buying products based on a brand's stand on societal issues in the United States from 2017 to 2019." Chart. June 7, 2020. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1150561/share-of-consumers-buying-products-based-on-brands-social-stand-us/
Edelman. (2020). Share of consumers buying products based on a brand's stand on societal issues in the United States from 2017 to 2019. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1150561/share-of-consumers-buying-products-based-on-brands-social-stand-us/
Edelman. "Share of Consumers Buying Products Based on a Brand's Stand on Societal Issues in The United States from 2017 to 2019." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 7 Jun 2020, /statistics/1150561/share-of-consumers-buying-products-based-on-brands-social-stand-us/
Edelman, Share of consumers buying products based on a brand's stand on societal issues in the United States from 2017 to 2019 ÌÇÐÄÆƽâ°æ, /statistics/1150561/share-of-consumers-buying-products-based-on-brands-social-stand-us/ (last visited August 01, 2026)
Share of consumers buying products based on a brand's stand on societal issues in the United States from 2017 to 2019 [Graph], Edelman, June 7, 2020. [Online]. Available: /statistics/1150561/share-of-consumers-buying-products-based-on-brands-social-stand-us/
