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ERROR: type should be string, got "https://www.wsj.com/articles/consumers-believe-brands-can-help-solve-societal-ills-1538478000\nConsumers Believe Brands Can Help Solve Societal Ills\nNew study finds a company’s position on a social issue can drive purchase intent just as much as product features\nSuzanne Vranica\nOct. 2, 2018 7:00 am ET\nNike ad featuring former San Francisco 49ers quarterback Colin Kaepernick to commemorate the 30th anniversary of the ''Just Do It'' campaign Photo: Zuma Press\nTaking a stand on a political or social issue could do a brand more good than harm at the checkout counter, according to a new study.\nPeople around the world are increasingly taking into account what brands stand for when they buy a product.\nAlmost 40% of people surveyed said they bought a product for the first time for the sole reason that they appreciated the brand’s position on a controversial societal or political issue, according to the study, which was conducted in July by public relations giant Edelman\nThe study, which polled 8,000 people in eight countries, including the U.S., found that a company’s position on a social issue can drive purchase intent just as much as the features of a product.\n“People want to be associated with brands that stand for something or are a force for change,” said Richard Edelman, the firm’s chief executive.\nAbout 64% of people polled chose to switch, avoid or boycott a brand based on its stand on social or political issues. Edelman has dubbed these types of consumers: “Belief Driven Buyers.”\nMore than half of the “Belief Driven Buyers” said they bought a product for the first time because of the company’s position on a controversial issue and roughly the same amount of the respondents said they would not buy a products because the company stayed silent on an issue it had an obligation to address, survey data showed.\nCompanies are increasingly voicing opinions or tying their marketing to hot button issues. Earlier this year, Dick’s Sporting Goods Inc. increased its gun-buying age to 21 -- amid a national debate over school shootings and gun control-- while luxury car brand Audi promoted gender pay equality in its Super Bowl commercial last year.\nThe most recent example: Nike ’s latest ad effort featuring Colin Kaepernick, the former National Football League quarterback who sparked a protest movement by kneeling on the field during the national anthem to call attention to racial injustice.\nThe rise of social media has given consumers a megaphone to publicly demand that corporations weigh in on political or social issues that arise.\nIt’s a big change. Companies have long gone out of their way to be non-political, as to not alienate any portion of their customer base. Many craft neutral statements to avoid any controversy.\nAd executives say the change in approach is being driven by younger generations that expect brands to make a difference in society and take a stand on important issues.\nSome 69% of respondents to the Edelman survey who were 18 to 34 years old are considered “Belief-Driven Buyers.”\nMr. Edelman says consumers are looking to corporations to help fix social ills, as many have lost trust in institutions and government. More than half of those polled (53%) believe that brands can do more to solve problems in society than government.\n“Consumers expect brands to lead the movement for change and address critical problems” added Mr. Edelman\nWrite to Suzanne Vranica at suzanne.vranica@wsj.com\nCopyright ©2019 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8\nCONTENT FROM OUR SPONSOR\nCMO Insights and Analysis from Deloitte\nTyson Foods’ Appetite for Data is Customer-Driven\nThe food-processing company is digitizing data sets to be more predictive of consumers’ specific demands as it creates more effective and relevant marketing campaigns. Executives are analyzing everything from weather to how demographic subsets use media.\nPlease note: The Wall Street Journal News Department was not involved in the creation of the content above.\nMore from Deloitte\nShow Conversation Hide Conversation (43)\nThe One Amazon Prime Day Deal That Walmart and Target Can’t Match\nFacebook Confronts Bipartisan Resistance to Cryptocurrency Plans\nIn Global Tech Battle, a Balky U.S. Ally Chooses China\nProving Hitchcock Right, Bird Attacks Are Turning Violent This Summer\nTrump Administration Plans Tighter Asylum Rules at Southern Border\nEpstein Investigation Turns Up Cash, Diamonds, Fake Passport\nElectric Airplanes Start to Take Off\nCharles Schwab in Talks to Buy USAA Wealth-Management, Brokerage Units\nWave of Hispanic Buyers Shores Up U.S. Housing Market\nNew Edelman study finds consumer believe brands can help fix societal ills\nAn error has occurred, please try again later.\nThis article has been sent to\nCopyright © 2019 Dow Jones & Company, Inc. All Rights Reserved"