The Edelman Trust Barometer Special Report: Brand Trust in 2020 shows that in the face of global crises, action and advocacy leads to trust. Brand trust now lives at the intersection where personal and societal issues converge, and where words are backed by action. The time is now for brands to take a stand and advocate for change, inspire hope, and use their scale for good to improve society. Trust is now the make or break difference for brands. 

The report explores the below topics:

  • Time to Act: Brands Must Solve Problems and Advocate for Change
  • Brand trust is earned, not bought
  • Trust Defines Brands