The share of “belief-driven buyers” increased globally from 51 percent in 2017 to 64 percent in 2018 and held steady in 2019, according to the Edelman Trust Barometer, a report published annually by the research firm Edelman Intelligence. These consumers say they choose, switch, avoid or boycott a brand based on its position on social issues.

Source: Tonia E. Ries et al., “Edelman Trust Barometer 2020,” Edelman, January 2020, p. 29, https://tinyurl.com/ya3znem6

Data for the graphic are as follows:

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