Trust and Brands: They make or break

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Key Points:
  1. The article by Richard Edelman highlights the main takeouts from the Edelman Trust Barometer Special Report “Brand Trust in 2020”
  2. Trust has emerged as the second most important factor influencing consumers’ purchasing decisions.
  3. Two-thirds of customers expect brands to be the driver of societal change.
  4. 44 percent of the respondents cared about brand impact on the environment.
  5. When a brand’s promises are met with tangible actions, consumers reward them with more resilient relationships.
  6. Now is the time for brands to lead, inspire and deliver change.
Author: Edelman
Published: June 2020
Focus: #trust #resilience #statistics #measure
Source: https://www.edelman.com/research/trust-brands-make-break-moment

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