#TrustBarometer2019 EDELMAN TRUST BAROMETER SPECIAL REPORTIn Brands We Trust?5164 64c c c c c c c c2PEOPLE PUT THEIR TRUST IN BRANDSPercent who are belief-driven buyersA 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 80Gap in trust, business vs. governmentGovernment% trust 28 32 40 40 39 42 74 86BrazilFranceU.S.GermanyJapanU.K.IndiaChina3018 147 5 5 3-6Gap2019 Edelman Trust BarometerBusiness more trusted than government2018 Earned BrandBrands expected totake a larger role in society2019 Edelman Trust BarometerTrust impacts buying“agree2017 2018+13pts2019 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 normalCan I trust you to do what is right with THE EVOLUTION OF BRAND TRUSTMY PRODUCT EXPERIENCEMY CUSTOMER EXPERIENCEYOUR IMPACT ON SOCIETY32019 Edelman Trust Barometer Special ReportIn Brands We Trust?Margin of error8-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 MarketsBrazil, China, France, Germany, India, Japan, the U.K. and the U.S.All data is nationally representative based on age, region and genderOnline 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, 2019Mobile Survey How much do consumers trust specific brand communications?8,000 respondents (1,000 per market)Fieldwork: April 11 April 26, 2019Online 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, 20194MANY REASONS CONSUMERS NEED TO TRUST BRANDS MORENet of product-oriented concerns: Pace of innovation Increasing reliance on brands to automate my life Cant afford a bad purchaseGROWING CONCERNS ABOUT PRODUCT EXPERIENCEGROWING CONCERNS ABOUT CUSTOMER EXPERIENCEGROWING CONCERNS ABOUT BRANDS IMPACT ON SOCIETY62% 55% 69%Reasons why trusting the brands they buy is becoming more importantNet of customer-oriented concerns: Personal data Brands can track and target me Use of AI for customer serviceNet of societal-oriented concerns: Fake news and misinformation Brands more involved in societal issues I want brands to express my values2019 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. 5BRANDS ARE MAKING BIGGER PROMISESMAKING A PROMISEUBER AIRBNB NIKEProduct experience Customer experience Societal impactCan consumers trust brands to do what is right?67Theyre Buying on Trust8BRAND TRUST RANKS AS A TOP BUYING CONSIDERATIONPercent who say each is a deal breaker or deciding factor in their brand buying decisionQuality 85Convenience 84Value 84Ingredients 82I must be able to trust the brand to do what is right 81Supply chain 79Customer before profits 78Good reviews 77Reputation 73Values 72Environmental impact 71Product attributesBrand and company attributes2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average. Percent who say this is a deal breaker or deciding factor in their brand buying decisionBRAND TRUST ESSENTIAL ACROSS MARKETS, AGES AND INCOMES2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q104Overall. When it comes to brands that you will or will not buy or use, categorize each of the following attributes based on whether it is a critical deal breaker, important to have, or merely a nice to have. Please base your answers, using the scale below, on your actual purchase behavior involving this type of product and not what you would do in a perfect world. 3-point scale; top 2 box, important. 8-market average, by gender, age, and income.I must be able to trust the brand to do what is right 81%63 7081 83 83 85 88 91France Japan U.K. Germany U.S. India China Brazil81 81 79 79 82 80 81 8118-34 35-54 55+ Men Women Bottom25%Mid50%Top25%MARKETSAGE GENDER INCOME923 23 33 36 37 39 3945France Germany U.K. Brazil U.S. China Japan IndiaPercent who trust most of the brands they buy or useONLY 1 IN 3 CAN TRUST MOST OF THE BRANDS THEY BUYtrust most of the brands they buy or use34%33 35 35 34 34 29 35 3818-34 35-54 55+ Men Women Bottom25%Middle50%Top25%Only2019 Edelman Trust Barometer Special Report: In Brands We Trust? Q99. Based on how you defined a brand you can trust in the previous question, approximately what proportion of the brands that you regularly buy or use would you say that you trust? Data is showing those who selected codes 5 -7, about three quarters or more. 8-market average, by gender, age, and income.MARKETSAGE GENDER INCOME10