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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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