#TrustBarometer
2019 EDELMAN
TRUST BAROMETER SPECIAL REPORT
In Brands
We Trust?
51
64 64
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PEOPLE PUT THEIR TRUST IN BRANDS
Percent who are belief-driven buyers
A good reputation may get me
to try a product, but unless I
come to trust the company
behind the product, I will
soon stop buying it”
67%
Business
% trust
58 50 54 47 44 47 77 80
Gap in trust, business vs. government
Government
% trust
28 32 40 40 39 42 74 86
Brazil
France
U.S.
Germany
Japan
U.K.
India
China
30
18
14
7
5 5
3
-6
Gap
2019 Edelman Trust Barometer
Business more trusted
than government
2018 Earned Brand
Brands expected to
take a larger role in society
2019 Edelman Trust Barometer
Trust impacts
buying
“
agree
2017 2018
+13pts
2019 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one
means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. TMA_SIE_SHV. Please indicate how much you agree or disagree with
the following statements. 9-point scale; top 4 box, agree. Question asked of half the sample. General population, 27-market average.
2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average. Belief-driven buyers choose, switch, avoid or boycott a brand based on its stand on societal issues.
*2019 Edelman Trust Barometer Special Report: In Brands We Trust? Mobile Survey. Belief-driven buying segments. 8-market average.
2019*
Buying on belief
now the new normal
Can I trust you to do what is right with …
THE EVOLUTION OF BRAND TRUST
MY PRODUCT
EXPERIENCE
MY CUSTOMER
EXPERIENCE
YOUR IMPACT
ON SOCIETY
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2019 Edelman Trust Barometer
Special Report
In Brands We Trust?
Margin of error
8-market average online survey total pop. data +/- 0.8% (n=16,000)
8-market average online survey brand trust scenarios data +/- 1.5%
(smallest n=4,595 for “lost trust” scenario)
Market-specific online survey total pop. data +/- 2.2% (n=2,000)
Market-specific online survey brand trust scenarios data +/-4.2%
(smallest n=533 for “lost trust” scenario)
8-market average mobile survey data +/- 1.1% (n=8,000)
Market-specific mobile survey data +/- 3.1% (n=1,000)
3-market average influencer survey data +/- 2.5% (n=1,500)
Market-specific mobile survey data +/- 4.4% (n=500)
8 Markets
Brazil, China, France,
Germany, India, Japan, the
U.K. and the U.S.
All data is nationally representative
based on age, region and gender
Online Survey
• How important is brand trust in
the consumer buying process?
• How do consumers decide
which brands to trust?
16,000 respondents (2,000 per market)
Fieldwork: April 15 – May 9, 2019
Mobile Survey
• How much do consumers trust
specific brand communications?
8,000 respondents (1,000 per market)
Fieldwork: April 11 – April 26, 2019
Online Influencer Survey
• How are consumers interacting
with influencers?
1,500 respondents (500 per market)
Age 18-34 in China, U.K., U.S.
Fieldwork: April 30 – May 8, 2019
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MANY REASONS CONSUMERS NEED TO TRUST BRANDS MORE
Net of product-oriented concerns:
• Pace of innovation
• Increasing reliance on brands
to automate my life
• Can’t afford a bad purchase
GROWING CONCERNS ABOUT
PRODUCT EXPERIENCE
GROWING CONCERNS ABOUT
CUSTOMER EXPERIENCE
GROWING CONCERNS ABOUT
BRANDS’ IMPACT ON SOCIETY
62% 55% 69%
Reasons why trusting the brands they buy is becoming more important
Net of customer-oriented concerns:
• Personal data
• Brands can track and target me
• Use of AI for customer service
Net of societal-oriented concerns:
• Fake news and misinformation
• Brands more involved in
societal issues
• I want brands to express my values
2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q101. You indicated that being able to trust the brands that you buy or use is important. We are interested in knowing
whether certain things happening in the world today are making it even more important to be able trust the brands you buy or use. Among the items listed below, please select those, if any, are
making it more important to be able to trust brands these days. Pick all that apply. Question asked of those who say it is im portant to be able to trust the brands they use (Q100/2-5). 8-market
average. “Product experience” is a net of codes 2, 5, and 6; “Customer experience” is a net of codes 3, 4, and 10; “Impact on society” is a net of codes 1, 7, 8, and 9.
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