Innovation and the EARNED BRAND is a global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.

Our research shows that 87 percent of consumers will not buy a product or service because of their concerns about the risks that come with innovation. The study takes a deep dive into these consumer concerns, reveals four Earned Brand behaviors to address their needs around innovation and proposes a new model of marketing based on action, not messaging.

Richard Edelman and Michelle Hutton share their perspectives on Edelman’s first-annual Earned Brand study, which revealed innovations impact on privacy, the environment and security affects purchasing habits.