Edelman Trust Barometer: the majority of consumers consider the brand’s actions to be political

NEW YORK: More than 75% of global consumers believe that brands do things considered political or politically motivated, according to the latest study from Edelman’s Trust Barometer.

Edelman’s sixth annual online Trust and Brand Survey surveyed 15,000 people across 15 countries from April 13-24. Participating countries included Brazil, Canada, China, France, Germany, India, Indonesia, Japan, Mexico, Saudi Arabia, South Africa, South Korea, the United Arab Emirates, the United Kingdom and the United States.

In the United States, nearly one in two consumers believe that at least half of brands are political, according to the report, narrowly surpassing similar beliefs in India, Saudi Arabia and the United Arab Emirates.

As a result, there has been a rise in “politically motivated purchases,” fueled by 60% of participants saying they buy, choose, or avoid brands based on their political views. In the United States, 64% of Democrats responded that they were more likely to purchase from a brand that is committed to ending racism.

Among the top brand actions considered political in the United States, taking a stand on issues and using social platforms that host extremists rank highest, followed by inciting people to vote, hiring influencers with political opinions, work on regulations and advertising close to political news. .

In the face of political pressure, more than 70% of global respondents said they believe brands should take sides on a controversial issue. More than half of participants indicated that brands that do not communicate their actions to address societal issues are assumed to be doing nothing or hiding something.

Yet, according to the study, one in three people boycott brands that support one side in the Israel-Hamas conflict.

Edelman CEO Richard Edelman was quick to respond to the conflict between Israel and Hamas last fall, making a initial declaration on October 9 regarding attacks in the Middle East that began on October 7.

“Our advice to customers is to communicate to employees your revulsion at last weekend’s terrorist actions and tell them what you are going to do,” he wrote at the time. “It is imperative that you speak to your employees, do not remain silent.”

In January, Edelman changed course Information event on the Trust Barometer in London, urging businesses to “stay out of politics” and warning that “your brands will suffer.”

Other agencies, including Fall communicationshave expressed support for Israel since October, while Zeno Groupa DJE Holding agency, and its CEO Barby Siegel have set up training on anti-Semitism and Islamophobia in a context of an increase in hate speech.

Concerns about the election results also surpassed societal fears, according to Edelman’s report, followed by climate change, nuclear war, personal safety, reliability of information and paying bills.

by Edelman Trust Barometer special report focused on health, released earlier this year, found that fear of politicization of health care is now on par with people’s concerns about another pandemic and the affordability of care. As an election year approaches in the United States and many international countries, fear of politics in health care increased 12 percent last year, according to the report.

According to the latest brand research, nearly six in ten Gen Zers assume the worst when brands remain silent. For this generation, social media is the battleground for trust, with 32% of global respondents saying an influencer increased their trust in a brand in the past year.

The primary source for discovering a brand’s positive impact on society is news media, followed by research, personal experiences, online reviews, and advertising, demonstrating that advertising alone cannot not convey the impact of a brand.

Edelman reported a decrease in income by 4% to $1.04 billion globally and a decrease of 9% to $639 million in the United States in 2023, according to PRWeek 2024 Agency Activity Report.