Trust is the new brand equity. The Edelman Trust Barometer Special Report: Trust, The New Brand Equity 2021, which surveyed 14,000 consumers in 14 countries, finds that brands have a pressing responsibility to improve the world and must operate at the intersection of culture, purpose and society.
With the converging global crises over the last year — Covid-19, economic insecurity, financial/health inequities and systemic racism — we see that brands have taken a much more personal role in peoples’ lives. This evolved role for brands offers a new opportunity for brand marketers and real risk if they fail to recognize consumers’ call for brand action.
