Brands must prioritise societal values

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 23, 2021, 5:21 PM UTC

The 2021 Edelman Trust Barometer survey of 14,000 people in 14 markets across countries highlights that consumers expect brands to be agents of societal change.

Around 38% of consumers said brands are more culturally relevant if they reflect societal values. In addition, 33% of respondents think brands are more culturally relevant if they meet a societal need. While 32% think brands need to change social interactions for the better to be more culturally relevant.

The study found brands focused on making the world a better place have attracted more than two-thirds of customers. 63% of consumers said they could compel a brand to change almost anything about itself.

Customers further said they would not buy from a brand if they do not trust the company that owns it. Edelman’s Chief Brand Officer Jackie Cooper noted,”… if you build your trust, your purpose and your advocacy, the sales grow.”

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