BRANDS MUST EARN AND TELL THEIR STORY Percent who believe information about a brand from each source, either automatically or after seeing it twice or less Communications from… Earned Brand Brand Influencer Social media media advertising media 48 44 Number of times they need to see the 41 38 information repeated before believing it: 34 Once or twice 38 35 33 30 If I see it here, I will automatically 28 assume it is true 10 9 8 8 6 I will never believe it is true if 16 23 22 30 27 this is the only place I see it 2021 Edelman Trust Barometer Special Report: Trust, The New Brand Equity. Q9. When you see a new piece of information about a brand in each of the following places, how many times do you need to see it or hear repeated before you believe it is really true? Question asked of half of the sample. “Once or twice” is a net of codes 2 and 3. General population, 14-mkt avg. “Earned media” is an 23 average of attributes 2 and 3. “Brand media” is an average of attributes 5 and 6.