Percent who say they are more or less likely to buy or use a brand if it were to publicly support and demonstrate a commitment to each MORE LIKELY TO BUY VS NOT BUY WHEN BRANDS TAKE ACTION 54 53 54 49 52 12 12 13 13 14 Human rights Healthcare access Climate change Gender equality Racial justice 4. 5x 4.5x 4.0 x 4.0 x 4.0 x Multiplier More likely vs. less likely to buy/use a brand that takes a stand on each issue More likely Less likely 30 2022 Edelm an Trust Barometer Special Report: The New Cascade of Influence. RISK. If a brand w ere to publicly support and demonstrate a commitment to each of the f ollow ing, how w ould that impact your likelihood of buying or using that brand? 4 - point scale, codes 1 - 2, less likely; code 4, more likely. General population, 14 - mkt avg.