The Edelman Trust Barometer reviews how consumers are responding to brand messaging during the COVID-19 pandemic. Some takeaways:
Sixty-one percent of U.S. survey respondents agree that how well a brand responds to this crisis will have a huge impact on their likelihood to buy that brand in the future. 65% of global participants from the entire 12-market study agree with that sentiment.
Fifty-five percent of U.S. respondents indicated that at this time, they are turning to brands they feel they can absolutely trust more often.
Sixty-nine percent of U.S. respondents said that, in the future, they will absolutely not choose brands they see placing profits before people during the pandemic. Stakes are high and according to the survey’s results, trust will be lost forever if brands do not handle COVID-19 appropriately.