The Edelman Trust Barometer - Brand Trust

To The Gold Mine

Key Points

  1. Brand trust is no longer a marketing strategy, it is the core part of business strategy. 
  2. In today’s landscape, brand trust is multidimensional, living at the intersection where personal and societal issues converge, and where words meet actions.
  3. Brands are rewarded with more resilient relationships with customers when they deliver on their promises of advocacy and action. 
  4.  Communicating with emotions, compassion and facts  builds trust.
  5. People are buying or boycotting brands over their response to the COVID-19 pandemic.
  6. 71% respondents globally believe that trusting a brand is more important today than in the past.
  7. Trust is second only to price when it comes to making purchase decisions about a brand.
  8. Consumers are more likely to be loyal, engaged and to advocate for the brand when they trust the brand.