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Edelman has been following brand trust for the past six years. Our most important finding is the emergence of belief-driven buying, with nearly two-thirds of consumers today buying or advocating for brands based on their values.

Business has emerged in the past three years as the most trusted institution in the Edelman Trust Barometer.

The start of the third year of the pandemic is a sobering reminder of the devastating toll COVID-19 has taken on the world and our communities. Significant scientific strides have been made in the last 24 months.

The Edelman Trust Barometer has documented a crisis in trust in government over the last decade.

Last year, for the first time ever, a majority said they trusted business more than government, as faith in the latter sank amid governments' response to the pandemic, mounting social unrest and political friction.

Which of society's key institutions do people trust most? For over two decades, Edelman has posed that question to members of the public as part of its annual global Trust Barometer survey.

Last week, the 2021 Edelman Trust Barometer painted a trust ecosystem torn apart by the events of the past year – an environment of rampant misinformation, outright lies and widespread mistrust.

Covid-19 has shaken our society, economy and entire way of life. It has distinctly illustrated what matters, our basic needs becoming increasingly important as ongoing restrictions impact our ability to live the life we knew a few months ago.