2022 Edelman Trust Barometer May Update WHAT A BRAND STANDS FOR MUST BE EVIDENT IN THEIR ACTIONS What they say (avg) What they do (avg) I expect to see the brand’s stand in: Percent who agree 2022 Edelman Trust Barometer May Update 26 62 % how products are made and sold employee treatment supply chain where they do business advertising website 2022 Edelm an Trust Barometer May Update. EB_Q51. If a brand or company is really serious about taking a stand on a controversial societal or political issue, w here an d h ow do you expect to see evidence of that stand? 9 - point scale; top 4 box, important. Question asked of half of the sample. General population, 14 - mkt avg. “What they do” is an average of attributes 8, 9, 11, and 13; “What they say” is an average of attributes 2 and 3. Global 14 63 % Global 14