HIGHER STAKES FOR TRUST: REACTION TO RACISM RESPONSE INTENSIFIES 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 - 0 + Change, Aug 2020 to Apr 2021 would earn/keep my trust would lose my trust 93 90 91 92 81 86 80 78 75 79 68 37 25 27 28 30 24 21 13 23 23 19 +4 +7 +5 +8 +4 +9 +6 +9 +12 +2 +5 +15 +8 +7 +2 +1 +4 +4 +3 +12 +3 +4 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 13 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.