On 25 June, Edelman launched the Trust Barometer Special Report: Brand Trust in 2020.
The report revealed that brands face a fundamental reordering of priorities amid a global pandemic and societal outcry over systemic racism prompted by the murder of George Floyd. In this environment, consumers are looking to brands to act and advocate for change.
Edelman spoke to a panel of distinguished leaders to examine the necessity of trust in unlocking buying power and advocacy for change, as well as the role that brands must play, and solve for, in consumers’ lives today. Our virtual panel included:
- Esther Perel, Psychotherapist and New York Times bestselling author
- Matthew McCarthy, CEO, Ben & Jerry's
- Sarah Greenidge, Founder, WellSpoken
- Judy John, Global Chief Creative Officer, Edelman
The panel was moderated by Megan Van Someren, Global Chair of Brand.
Richard Edelman, CEO, and Lee Maicon, Global Chief Innovation and Strategy Officer, gave an introduction to the data.