Edelman’s research over the past few years has shown that as the role of brands in our lives and society has expanded, people’s expectations for brands have evolved. As always, brands must provide a reliable product and a rewarding customer experience. But now consumers have many more reasons to question how much they trust a brand.
The 2019 Edelman Trust Barometer Special Report: In Brands We Trust?, an eight-country study (2,000 participants in each country), shows that the vast majority of consumers across markets, ages, incomes and gender say that brand trust is essential to buying. Consumers reveal that:
- 81% of consumers said “I must be able to trust the brand to do what is right,” as a major consideration for brand purchase.
- 53% of consumers agree that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business.
Despite consumers’ call for advocacy and brands to reflect their personal beliefs, brands are largely failing the trust test.
- Just one-in-three respondents said that they trust most of the brands they buy and use.
- 56% say that too many brands are using societal issues as a marketing ploy.