Edelman: On the Importance of Brand Trust and the Corona Virus
Edelman – known for its “Edelman Trust Barometer” – has conducted a 12-market study on the critical role brands are expected to play during the coronavirus pandemic, which study was completed in March 2020. They interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK, and U.S. This follows on a study that Edelman released earlier on the role of the private sector during the pandemic.
“If you were ever in doubt that brands matter, this new data reveals the power and necessity of brand as well as their urgent need to act. Brands should find solutions instead of selling passion or image. They need to be tangible and fast, not impressionistic and conceptual.”
Some findings in the report:
- 71% agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever
- 78% say businesses have a responsibility to ensure their employees are protected from the virus in the workplace and do not spread the virus into the community
- 63% would like their employer to share information about the coronavirus at least daily
- 81% says: “I must be able to trust the brand to do what is right”
- 62% say they agree with “Our country will not make it through this crisis without brands playing a critical role in addressing the challenges we face”
- 56% agree that, overall, brands and companies are responding more quickly and effectively to the pandemic than the government is
- 33% agree with the statement: “I have convinced other people to stop using a brand that I felt was not acting appropriately in response to the pandemic
Strikingly, people interviewed want brands to do everything they can to protect the well-being and financial security of their employees and suppliers, even if it means substantial financial losses until the pandemic ends.
Read the full report here