2021 Edelman Trust Management Brand Tracker CHANGING CULTURE MOST POWERFUL WAY TO EARN BRAND TRUST Edelman Brand Trust Score for brands seen as… (7-market average) +38 65 52 pts Changing culture improves a brand’s Trust lift +25 performance across all five trust-building for brands pts dimensions, when compared to brands that focus only on product functionality (percent lift): 27 Purpose +62% Self +58% Integrity +56% Dependability +51% Ability +45% Functional Reflecting Changing only our culture our culture 2021 Edelman Trust Management: Brand Tracker. ETMB21. Which of the following best describes [BRAND]? 9-point scale; top 3 box, high trusters; bottom 4 box, distrusters. General population, 7-mkt avg. Data shown is an EBTS score that ranges from -100 to 100. The EBTS is calculated by subtracting distrusters from high trusters. Data for this wave was fielded from May 20 to May 30, 2021. For 13 details about how the five dimensions are measured and more information on how the trust scores are calculated please refer to the Technical Appendix. Brand trust increases shown are percent increases in brand dimension.