In countries like the United States and the UK, conspiracy theories are big business. Tabloids and internet forums are constantly buzzing with different stories. But how big is this phenomenon in Belgium? Brandhome conducted a survey of 500 Belgians and came up with some surprising answers.

For example, one out of four Belgians surveyed admitted to having believed in a conspiracy theory at some point in their lives, and more than 30% think these clandestine operations have a big influence on Belgian society. Findings also suggest that people who mistrust the government and the media are more likely to believe in a conspiracy theory.

Which theories are most popular? Almost half of the Belgians surveyed believe that American atomic bombs are stored in Kleine Brogel. For more than 40%, Princess Diana’s death wasn’t an accident, and another 40% believe JFK was killed by the American secret service. The same number of people believe the pharmaceutical industry has already found the cure for cancer but is keeping it a secret in order to inflate profits. A typically Belgian conspiracy concerning the Nijvel Gang (aka the Brabant killers) is also widely believed: more than 30% think that the Belgian government has already identified the homegrown criminal organization responsible for the violent supermarket raids in the early to mid-eighties.

But what does this mean for brands? To put it in a positive light, it means we’re all still suckers for a good story – something which can be used to commercial advantage. While conspiracies might not be the way to go, developing a juicy brand story and finding compelling ambassadors to spread the word will help your brand stay on the right side of history!