08/16/2012 04:23 pm ET Updated Oct 16, 2012

The Age of Belief-Based Consumption

The recent Chick-Fil-A has interestingly shed light on something I've been wanting to talk about for a while now: Belief-Based Consumption.

People's decision making is increasingly becoming belief-based, which is to say that people are increasingly choosing to do business with companies that share their values and beliefs. And in the process of doing so, audiences are bringing these brands into conversations with peer groups both online and off, making these brands an integral part of their (audience) identities.

To read more, download our free new weekly iPad magazine, Huffington, in the iTunes App store. This story appears in Issue 11, available Friday, August 24.