Download Edelman's Brand Trust in 2020 Special Report

Brand Trust in APAC in 2020: A Special Report

Consumers are looking towards brands to act and advocate for change more than ever. The Edelman Trust Barometer Special Report: Brand Trust in 2020 - with a focus on APAC reveals that brands face a fundamental reordering of priorities amid a global pandemic.

Key insights include:

Consumers in APAC are buying on belief: 69% choose to switch, avoid or boycott a brand based on its stand on societal issues
70% agree that there’s a bigger need for brand trust today than in the past
74% say a brand’s impact on society is a reason why brand trust has become more important.
Brands are more important during the pandemic: 87% want brands to shift money and resources to meet pandemic-related challenges
There’s an expectation on brands to solve societal and personal problems in APAC

Trust is now the make or break difference for brands.

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Understanding changes in consumer mindsets, attitudes and behaviors
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Revising existing marketing and communications assets (campaigns, programs, messages, etc) to fit the new context
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