The Edelman Trust Center examined how and why consumers trust brands and how those brands can benefit from increased trust.
An online survey of 15,000 respondents was conducted in 15 countries from April 13–24, 2024.
Key findings include:
1.) 60% of respondents “buy, choose, or avoid” brands based on politics.
2.) 80% of respondents consider brands to be doing things that are “politically motivated.”
3.) Consumers tend to protect brands they trust.
–63% of respondents said they would buy new products from the brand even if it was more expensive.
–55% said they would stay loyal to the brand if they trusted it.
–53% said they would be more likely to recommend the brand if they trusted it.
4.) 32% of adults aged 18-27 said a social media influencer increased their trust in a brand.
–This was an 11% increase from last year.
See the original study here.
