2022 Edelman Trust Barometer May Update Issues on which half or more believe brands are obligated to take a stand, top 5 shown in rank order 2017 TO 2022: TODAY, BRANDS MUST TAKE ACTION ON ISSUES ACROSS THE BUSINESS 25 Brands must take a stand on issues that... 50 #1 affect its customers 60 #1 affect its employees 59 #2 affect its customers 56 #3 relate to the use of its products 55 #4 relate to how its products are made 55 #5 relate to the brand’s core values June 2017 May 2022 2022 Edelm an Trust Barometer May Update. EB_Q49. There are many controversial societal or political issues that a brand or company can choose to w eigh in on. Some of the issues may be ones that you f eel the brand has an obligation to take a stand on and should take a leadership role in addressing. Some may be ones that you f eel th e b rand has permission to address and participate in supporting if it chooses to, and some may be issues you f eel that the brand really has no license to address and should avoid becoming involved in. For each of the typ es of issues described below , please indicate w hether you believe that a brand has an obligation to take a stand, permission to take a stand, or it is w rong f or it to take a stand on this type of issue. 3 - point scale; code 1, obligated to take stand. Question asked of half of the sample. General population, 11 - mkt avg. Global 11