BRAND RELEVANCE NOW FAVORS “WE” VALUES Percent who say each action would make a brand culturally relevant Reflect societal values 38 Meet a new societal need 33 “We” values Changesocial interactions for the better 32 Part of my life since childhood 30 Matches my humor 30 “Me” values Represents my lifestyle 29 2021 Edelman Trust Barometer Special Report: Trust, The New Brand Equity. CULT_REL. Companies strive to make their brands as relevant as possible to consumers as a way of increasing the likelihood that people will be attracted to them. One form of relevance that some brands try to achieve is cultural relevance. What would make a brand culturally relevant to you? Pick all that apply. General 12 population, 14-mkt avg. “All of the above” added to each response.