2021 Edelman Trust Barometer Special Report Trust The New Brand Equity 1 2 3 4 Navigate a new Be an engine of Earn trust across Trust drives cultural playing field cultural change both product & growth corporate brand Culture is critical to trust. Today’s Through brands, people have the People consider both the brands Brands are not only built on ability cultural landscape is broader than power to create change in the they buy, the companies behind and competence, but also the pop influence. It is also shaped by world. Be prepared to speak out them, and the employees who emotional impact of trust to the purpose and society and seismic and recalibrate your business in work there. consumer. Trusted brands are values shifts. real time. rewarded with purchase, loyalty, and advocacy. 29