BRANDS AND CORPORATIONS THAT TAKE A STAND FAR MORE LIKELY TO GAIN TRUST THAN LOSE IT Percent who say actions taken by brands/corporations in response to racial injustice would result in trust gain or trust loss Brands/corporations Brands/corporations would earn/keep my trust would lose my trust 3x Difference, 3x 4.5x 3x 7x 3x 3.5x 3.5x 2x 5x 3.5x opportunity to gain trust vs 93 risk of trust loss 90 91 92 81 86 80 78 75 79 68 37 25 27 28 30 24 21 23 23 19 13 U.S. White Black Latinx Asian Age Age Age Rep Dem Ind/3rd 18-34 35-54 55+ 2021 Edelman Trust Barometer Special Report: Business and Racial Justice in America. Q29/Q20. In general, how important is it to earning or keeping your trust that [brands – the specific products and services people buy and use / corporations -- organizations or companies that engage in industrial and commercial activities, including producing and selling products and services] - do each of the following in response to systemic racism and racial injustice in this country? 6-point scale; top 3 box, important; code 1, doing this would lose my trust. Each question asked of half 12 of the sample. General population, U.S., by age and political affiliation, and among Non-Hispanic White, Black, Latinx and Asian populations. Data shown is a net of attributes 2-13.