SEISMIC SHIFT IN VALUES 2020 Edelman Trust Barometer Special Report: Brands Amidst Crisis 2021 Edelman Trust Barometer Global Report Pandemic Changes Only Business Seen as Both Brand Buying Criteria Competent and Ethical Net change in importance as a buying criteria Matter more Ethical Value, customer safety, and people +37 NGOs Business Less Competent Competent Matter less Media My image, trendiness, excitement -15 Government Unethical 2020 Edelman Trust Barometer Special Report: Brands Amidst Crisis. IMP_COV. For each of the following purchasing considerations, please indicate whether it has become more important to you, less important to you, or has stayed the same in importance, as a direct result of the COVID-19 pandemic. 3-point scale; code 1, more important; code 2, less important. General population, 8-mkt avg. Data is the difference between more important and less important. “Value, customer safety, and people” is a net of attributes 17, 29, 33; “Image, trendiness, and excitement” is a net of attributes 6, 9, 10. 2021 Edelman Trust Barometer. The ethical scores are averages of nets based on INS_PER_DIM/1-4. Question asked of half of the sample. The competence score is a net based on TRU_3D_INS/1. Depending on the question it was either asked of the full of half the sample. General population, 24-mkt avg. Data not 3 collected in China, Russia and Thailand. For full details regarding how this data was calculated and plotted please refer to the Technical Appendix.