Brands
64% consumers worldwide buy products on brand belief: Edelman report
MUMBAI: Today more than ever, consumers are putting their faith in brands to stand for something. Whether people are shopping for soap or shoes, they’re weighing a brand’s principles as much as its products. Opting out of taking a stand is no longer an option for brands.
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 per cent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These belief-driven buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
The belief-driven mindset has gone mainstream. Belief-driven buyers are now the majority in every market surveyed, across all age groups and all income levels. Almost as many consumers aged 35-to-54 buy on belief as 18-to-34-year-olds, and the most impressive gains come from the older cohort, with an 18-point increase among people 55 years old and up.
The survey of 8,000 people across eight markets found that consumers believe that brands are a more powerful force for societal change than government. More than half of people (53 per cent) believe that brands can do more to solve social ills than the government, and 54 per cent believe it is easier for people to get brands to address social problems than to get government to act.
“This is the birth of brand democracy; as consumers are electing brands as their change agents,” said Edelman president and CEO Richard Edelman. “Brands are now being pushed to go beyond their classic business interests to become advocates. It is a new relationship between company and consumer, where purchase is premised on the brand’s willingness to live its values, act with purpose, and if necessary, make the leap into activism.”
A brand’s stand drives both purchase intent and advocacy. Showcasing a brand’s principles or its products inspires purchase equally. Buyers are just as likely to express purchase intent after viewing a communication focused on a brand’s stand as they are after viewing a product-focused communication. And a communication focused on a brand’s stand has an even greater effect on a consumer’s intent to advocate for the brand than one focused on product features.
A brand’s stand matters at every consumer interaction. Reminding consumers of the brand’s stand when they are about to buy is crucial: 60 per cent say brands should make it easier to see its values and its position on important issues at the point of sale.
A brand can choose its stand across a spectrum of action from defining a clear purpose, to connecting to culture, to engaging in full-throttle activism. People’s belief in brands as a force for social good provides marketers with an opportunity — and an obligation — to help their customers live their best lives.
“It’s no longer a question of whether to, but how to take a stand,” said Edelman US chair Brand Amanda Glasgow. “A brand must understand its audience and think long-term so that the stand it chooses authentically connects its values to its customers.”
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
