Edelman’s first-ever Earned Brand U.S. Multicultural study focuses on examining how African-American and Latino consumers relate to their favorite brands, and what makes them become loyal customers and advocates for a brand.
Brands have grappled with media fragmentation and the resulting decline in advertising influence for a lot longer than the politicians.
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As we face this new normal, can an activist brand be the people’s champion in a ‘trust in crisis’ world?
For the second year running among the informed publics, Singapore is the fifth most Trusted nation as measured by the 2017 Edelman Trust Barometer Index, although the nation drops one point. India and China continue to maintain their lead over Singapore in the Index.
Distrust was truly one of the hottest topics of 2016, and trust in the government dropped from the already low 2016 figure of 35 percent to 28 percent.
We have heard of the enigma that is Indonesia, of its collectivist and protectionist mind-set, and the sense of unity and multiculturalism that renders this nation at once beguiling yet misinterpreted.
How has trust in Japan changed over the past year? Is the fear we see in many parts of the world also applicable to Japan?
The 2017 Edelman Trust Barometer revealed an implosion of trust, with CEO credibility bottoming out and trust in business falling. Yet despite this widespread cynicism, there’s hope and opportunity to build trust from the inside out, starting with employees.
What was once the sole domain of a truly unique breed of enthusiasts has become a high-interest topic among influencers. And, most certainly, the World Economic Forum at Davos has noticed.
When historians look back on the last 100 years, distinct chapters will emerge. Peace. War. Dislocation. Prosperity. As we live history, of course, each chapter ineluctably leads to the next.
The 2017 Edelman Trust Barometer findings present important tea leaves for business this year.
The global Trust Index fell three points in the last year, the steepest decline we have ever documented.