USE YOUR BRAND POWER TO EDUCATE Percent who want brands to play this role Brands must do this to earn or keep my trust I hope brands will do this, but there is no obligation Be an educator, offering people instructional information about the virus and how to protect themselves from it 93 92 88 86 86 84 84 83 82 81 78 36 31 73 49 31 50 85% 50 52 50 48 44 55 50 57 61 55 39 46 39 36 34 33 34 37 32 23 23 Global 12 2020 Edelman Trust Barometer Special Report: Brands and the Coronavirus. Q3. In the face of this coronavirus outbreak, what roles do you expect brands to play? 3-point scale; code 1, 14 brands must do this; code 2, I hope brands will do this. Question shown to those who have heard of the virus (Q1/1). 12-mkt avg. Data collected between March 23 and March 26, 2020.