FOR BRANDS THAT TAKE A STAND, REWARDS OUTWEIGH THE RISKS Percent who would be more or less likely to buy a brand that commits to each issue More likely to buy Less likely to buy Rewards greater than risks even for highly politicized issues Multiplier 4.5x 4.5x 4.0x 4.0x 3.5x 3.0x 2.5x 2.0x (Reward vs. risk) 52 52 52 50 46 44 35 34 12 13 13 13 14 14 18 11 Healthcare Human Climate Racism Economic Gender Reproductive Border rights change inequality/ equality rights protection/ wage gap immigration 2021 Edelman Trust Barometer Special Report: Trust, The New Brand Equity. RISK. If a brand were to publicly support and demonstrate a commitment to each of the following, how would that impact 22 your likelihood of buying or using that brand? 4-point scale; codes 1-2, less likely; code 4, more likely. General population, 14-mkt avg.