Brand purpose took center stage during Advertising Week New York, just the way it dominated discussions throughout Cannes Lions International Festival of Creativity, the United Nations General Assembly and the Global Citizen Festival. Done right, purpose-driven marketing is an effective unifier for consumers, employees and partners of brands. The new 2018 Edelman Earned Brand study reports that in the United States, 59 percent of consumers will buy or boycott a brand solely because of its position on a social or political issue, up a whopping 12 points from last year. In addition, it revealed that 46 percent of all consumers believe that brands have better ideas for solving our country’s problems than government. These insights, when coupled with the Deloitte Millennial Survey 2018, suggest that brand purpose cannot be ignored.
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