commercial context

• digital activists are also consumers, The Edelman Earned Brand study explores the most effective ways brands have developed and reinforced their relationships with consumers, in 2018, the survey revealed 'the majority of consumers across markets, age and income', were belief-driven buyers who were interested in both a brand's products and its principles.
• Edelman Earned Brand study- put simply, businesses and organisations could sell more services and products if they aligned their brand values with their target audience's attitudes and ideologies.