In recent years, Edelman’s research 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. Will it protect their data and privacy? Use automation responsibly? Tell the truth in this era of disinformation? In short: Can consumers trust a brand do the right thing?
The 2019 Edelman Trust Barometer Special Report: In Brands We Trust? shows that the vast majority of consumers across markets, ages, incomes and gender say that brand trust is essential to buying.