Edelman provided insight into the need for business and employers to step up during this difficult and uncertain time with its Trust Barometer Special Report: Trust and the Coronavirus. And now, we are fortunate to have gleaned further understanding into what it means for brands to do the right thing during the coronavirus pandemic, through another special report: Brand Trust and the Coronavirus Pandemic.

This 12-market study on the critical role brands are expected to play during the coronavirus pandemic, was completed on March 26 as we interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S. If you were ever in doubt that brands matter, this new data reveals the power and necessity of brands as well as their urgent need to act and find solutions that are tangible.

The study found that consumers are expecting brands to play a critical role in battling the pandemic. It also identifies the key actions they can take including, partnering with government and relief agencies, developing products that will help people deal with the challenges ahead, protecting the well-being and financial security of their employees and suppliers and put them before profits and being a source of reliable information. In fact, 62% don’t believe their country will make it through the crisis without brands playing a critical role in addressing its challenges.


 If you’d like further information on the report and its findings, get in touch via our Contact Page.