Percent who agree 23 62 61 55 49 Age 18-26 27-41 42-55 56+ Brands should make it easier for me to see what their values and positions on important issues are when I am about to make a purchase Change, June 2021 to June 2022 - 0 + Large increase among Gen Z A BRAND’S STAND MUST BE VISIBLE AT EVERY POINT OF TRANSACTION +9 - 2 - 2 - 6 5 7 % Global 14 2022 Edelm an Trust Barometer Special Report: The New Cascade of Influence. Q17. Please indicate how much you agree or disagree w ith the f ollow ing statements. 9 - point scale; top 4 box, agree. Question asked of half of the sample. General population, 14 - mkt avg., and by age. Change, June 2021 to June 2022 - 1 pt