In Brands, Insight, Marketing, Trend

All talk and no action is seen as trust-washing by consumers. Today consumers are not only evaluating brands on the function of products and services but also on their purpose and trustworthiness. Global communications firm Edelman released their “2019 Trust Barometer Special Report: In Brands We Trust?”, finding a huge gap between consumers’ desire for brands to be socially responsible and their belief that brands can actually be trusted to act in a responsible manner.

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