Although people globally are torn over whether brands should weigh in on politics more, most say they have made brand choices to express their own personal politics, according to recent research from Edelman.
The 2024 Edelman Trust Barometer: Brands and Politics report was based on data from a survey conducted in April 2024 among 15,000 respondents in 15 countries (see the full report and methodology here).
Some 26% of global respondents say brands should weigh in on politics more and 20% say brands are going too far in weighing in on politics. There is greater consensus on areas like climate and fair pay, with much bigger shares of respondents saying brands should do more.
Some 60% of respondents say they buy, choose, or avoid brands based on their personal politics — up two percentage points since Edelman's survey last year.
Some 78% of respondents say there are foreign brands they will not buy because of the countries they are headquartered in.
Respondents' top societal fear is concern over election outcomes (79% say they worry about this).
About the research: The 2024 Edelman Trust Barometer: Brands and Politics report was based on data from a survey conducted in April 2024 among 15,000 respondents in 15 countries.
