Trust barometer outlines public’s expectations of brands

A special Trust Barometer by Edelman demonstrates the essential role of businesses during the COVID-19 crisis, as well the impact brand actions have on purchase decisions. Among those surveyed, “my employer” was the most trusted source of information; in 8 in 10 countries “my employer” is seen as better prepared for the virus than “my country”. The findings also express high expectations for business to collaborate with government and to protect employees and the local community (78%). People also demand that employers are open about how the virus is impacting the organisation’s ability to operate and that they are informed beyond the effect on the company, including advice on travel and what can be done to stop the spread of the virus.

Markets: Brazil, Canada, France, Germany, Italy, Japan, South Africa, South Korea, UK, USA

Source: Edelman