The editor of eCCO Magazine would like to draw readers’ attention to the study made by Edelman and published by the IPR Research letter: Edelman Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic
Edelman Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic
Edelman conducted a 12-market study on March 26, 2020 on the critical role brands are expected to play during the coronavirus pandemic. This study follows research conducted two weeks prior that focused on the role of the private sector during the pandemic.
Edelman interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S.
This data reveals the power and necessity of brands as well as their urgent need to act.
This Trust Barometer Special Report found:
- 71% of respondents agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever
- There is unanimity across markets (90% globally) that people 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
- 84% of respondents said they want brand advertising to focus on how brands help people cope with pandemic-related life challenges
- Over one-third of consumers (82% in China, 60% in India) said that they have started using a new brand because of the innovative or compassionate way that it has responded
Click here to download the full report
Source: Edelman / IPR Research Letter