BRANDS EXPECTED TO ACT BEYOND THEIR BUSINESS Actions consumers expect from the brands they buy: Expect brands to take Give money to good causes Address societal challenges one or more actions Tell hard truths Support local communities 86% beyond their product Create positive change in society Display representative images and business Address political issues Support culture and the arts Make our culture more accepting No support for misinformation 2021 Edelman Trust Barometer Special Report: Trust, The New Brand Equity. EXPECT. When it comes to thinking and acting beyond their products and business, what do you expect from the brands 10 you buy? Pick all that apply. General population, 14-mkt avg. Data shown is a net of attributes 1-10.