Edelman Trust Barometer – Edelman Trust Barometer Special

Edelman Trust Barometer Special Report 2019: The “Which Brands Do We Trust?” study, conducted in eight countries, found that an overwhelming majority of consumers in all markets, across age groups, income groups and genders, say trust in a brand is critical to making a purchase. To earn a high level of consumer trust, brands must back up their promises with action. Consumers know that brands have the power to make real change, and they trust brands that use that power to their advantage. While consumers seek brands that reflect their personal beliefs, brands fail the trust test. Edelman’s research in recent years has shown that as the role of brands in our lives and society changes, so do people’s expectations of brands. Today, the most trusted and award-winning brands are making a difference in the lives of consumers and the communities they target. As always, brands must provide a reliable product and a pleasant customer experience. But today, consumers have many more reasons to doubt their trust in a brand.