The document discusses the evolving concept of 'sharing' in brand engagement and identifies 16 key sharing behaviors that brands should adopt to connect with consumers more effectively. It emphasizes the gap between consumer expectations and brand performance, highlighting that people desire brands to be more transparent, community-oriented, and interactive. The findings are based on a survey of 11,000 consumers across eight countries, indicating that brands that embrace sharing can significantly enhance business value and consumer loyalty.

1. it pays to share

2. technology &
social media
ushered in new
definitions for
many familiar
words
friend
like
forward
2

3. but no word has seen a more
profound shift in meaning than
SHARE
it’s gone from a virtue to a click
3

4. ?
it got us thinking…
?
?
?
?
what if brands
rediscovered the
virtue of sharing?
?
4

5. if brands were to truly share…
?
what would they have to do?
would people want them to do it?
is there business value in it for them?
5

6. to start, we identified 16 sharing behaviors for
brands across 6 dimensions
1
listens and responds thoughtfully
2
gives many ways to ask questions and
give opinions
3
invites people to share stories/experiences
using their products and services with others
4
enables people to share info/stories/videos
with friends
9
communicates openly and transparently
about how products are sourced and made
10
conducts business in ways that align with
people’s values
11
gives back to the community
12
shares people’s beliefs for helping the world
13
enables people to personalize products
offers brand experiences beyond just
using the product
14
invites people to test products, collaborate
on design, and provide feedback
links people and the brand online and in
real life through events and activities
15
openly offers information on how the brand
performs against competitors
7
asks people about their needs
16
[shares] company history or story
8
demonstrates it wants people to
succeed at what’s important to them
5
6
6
6

7. we then talked to…
11,000
people
general online consumer population who report at least a
minimal level of engagement* with brands
in…
8
countries
Brazil, Canada, China, France, Germany, India, UK, USA
about…
212
brands
48 multi-national brands, plus approx. 30 “local” brands
per country
across…
12
industry
sectors
apparel, auto, beer/wine/spirits, consumer electronics, energy,
FMCG, financial services, food & beverage, health & wellness,
retail, technology, telecommunications
through…
1
online
survey
30 minute duration
*to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand
engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter,
wearing branded clothing, etc.
7

8. to find out…
IMPORTANCE
which sharing behaviors are most important to people?
INTEREST
how important are those behaviors and do people want more of them?
INTENT
do people use, purchase or recommend brands that share?
8

9. what we learned…
9
9

10. of people want brands to share
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% who selected JUST RIGHT or NOT ENOUGH]
10

11. of people think brands do it well
Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]}
11

12. there’s a gap between what’s important to people and
what brands deliver
gap
(performance – importance)
SP: Openly offers information on how the brand performs against competitors
Importance
Performance
SV: Communicates openly and transparently about how products are sourced and made
SG: Asks people about their needs
9%
SD: Invites people to share stories/experiences using their products and services with others
SE: Links people and the brand online and in real life through events and activities
SD: Enables people to share info/stories/videos with friends
43%
42%
10%
39%
11%
SE: Offers brand experiences beyond just using the product
36%
11%
32%
8%
30%
9%
9%
-36%
44%
11%
SG: Demonstrates it wants people to succeed at what’s important to them
-28%
45%
11%
SV: Shares people’s beliefs for helping the world
-36%
45%
17%
SP: Enables people to personalize products
-37%
46%
10%
SD: Gives many ways to ask questions and give opinions
-39%
49%
12%
SH: [Shares] the company history/story
-41%
49%
10%
SV: Conducts business in ways that align with people’s values
-42%
51%
10%
SV: Gives back to community
-37%
54%
12%
SD: Listens & responds thoughtfully
SP: Invites people to test products, collaborate on design and provide feedback
54%
17%
25%
-33%
-32%
-32%
-28%
-25%
-24%
-21%
-16%
Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that
you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]
12

13. people reward brands that share
sharing correlates strongly with actions that drive business value
.1
.2
INTENT TO
USE/TRIAL
MODERATE
INTENT TO
PURCHASE
LOW
NONE
STRONG
INTENT TO
RECOMMEND
.3
correlation between brands that share and
people’s intent to use/trial, purchase and recommend that brand
Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers
13

14. how can a brand share?
14
14

15. the six dimensions of sharing
we converse
we believe in the
same things
we do things together
we create together
we want to achieve
the same things
we know the same story
15
15

16. there is a hierarchy of sharing…
each individual dimension of sharing
drives business value
at the far right end of the business value
axis, shared history and shared product
drive the most value for brands globally
but there is also a compounding effect
to sharing. the more dimensions of
sharing you practice, the greater the
business value from each
correlation to consumer intent to recommend
BUSINESS VALUE OF SHARING*
*illustrative representation
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next
time you are purchasing/using the type of product or service that brand offers
16

17. but there is more to the story
less demanded forms of sharing tend
to be more prevalent but drive less
business value, possibly because
execution is out of sync with people’s
expectations
history is significantly more influential
than its demand would suggest
GREATER UNMET DEMAND
DEMAND FOR SHARING*
consumers who desire more
the y-axis of demand for sharing
shows that more substantive,
involving dimensions are in higher
demand; they are also in scarcer
supply
STRONGER
LINK TO
CONSUMER
BEHAVIOR
correlation to consumer intent to recommend
BUSINESS VALUE OF SHARING*
*illustrative representation
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a
friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers
17

18. 1
listens and responds thoughtfully
2
gives many ways to ask questions
and give opinions
3
invites people to share
stories/experiences using their products
and services with others
4
enables people to share info/
stories/videos with friends
SHARED
DIALOG
spark a meaningful conversation

19. shared dialog is the first step
toward sharing your brand with
people of all ages
% of people who want brands to do more
listening and thoughtful responding to their
opinions [by age group]
on average, 40% of people want your brand to
engage in more meaningful conversations with
them
people want you to listen, show genuine interest
and, most importantly, act on what you hear
Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ]
19

20. CASE
STUDY
AXE* Voices, the brand’s community
managers, create and distribute
lifestyle and product content across
social channels and spend hours
every day responding to virtually
every comment or message directed
at the brand. by humanizing the
brand, AXE has attracted almost 4.5
million fans. AXE likes what its fans like
and engages with its community to
show fans that AXE is more than just a
can of body spray.
*Edelman Client
20
20

21. 5
offers brand experiences beyond
just using the product
6
links people and the brand
online and in real life through
events and activities
SHARED
EXPERIENCE
make every occasion special

22. experiences need to be about
people, not about your brand
people everywhere want to share experiences
with brands
people in developing markets are particularly
enthusiastic, yet in developed markets the
novelty seems to be wearing thin
the study suggests shared experiences need to
be as much about people’s interests as they are
about products to rekindle their business value
Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you.
Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates
experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “]
22

23. CASE
STUDY
Heineken's* Departure Roulette
recognized and rewarded its
audiences' thirst for spontaneity and
adventure with an airport-based
experience that enticed people to
take a leap of faith by trading in the
air tickets in their hands for a trip to
an unknown destination.
this experience was as much about
people’s desire for adventure as it
was about the brand’s positioning.
*Edelman Client
23
23

24. 7
asks people about their needs
8
demonstrates it wants people
to succeed at what’s important
to them
SHARED
GOALS
lend an ear and a ladder

25. people want brands to help
them reach goals
whether it’s being a great parent or having a
secure financial future, 90% of people
recognize and value the role that brands
play in enabling the achievement of goals
but people would rather be asked what they
need before being told how to get there
% of people who think brands asking about their needs rather
than just telling them about their products is one of the most
important sharing behaviors [by industry category]
this is most true in product categories where
people aren’t always confident in their
knowledge or expertise, such as financial
services and technology
Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about
my needs and doesn’t just try to sell me products”]
25

26. CASE
STUDY
Adidas* understands that people's
performance aspirations are as
individual as they are. the brand
literally lives, runs and practices with
people to understand their goals
and motivations.
the brand recently asked dozens of
women to photograph something
that motivated them to work out
and the result challenged the
brand’s preconceptions about
people’s goals and informed new
product development.
*Edelman Client
26
26

27. 9
communicates openly and
transparently about how
products are sourced and made
10
conducts business in ways that
align with people’s values
11
gives back to the community
12
SHARED
VALUES
shares people’s beliefs for
helping the world
stand up for what you stand for

28. you can place a value
on your brand’s values
MODERATE
92% of people want to do business
with companies that share their
beliefs
LOW
a strong correlation proves that
people buy, use and recommend
products whose values they share
STRONG
NONE
.3
correlation between brands that demonstrate shared
values and consumers’ intent to recommend that
brand
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers
28

29. translate your values into
tangible actions
nearly 50% of people want you to be
more open and transparent about how
your products are made and sourced
4 in 10 people want you to do more to
give back to the community
% of people who want brands to share more of their values
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.
For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not
enough? [% selected NOT ENOUGH]
29

30. CASE
STUDY
Mars* is a model of transparency
and a global force for good in
sustainable cocoa sourcing and
supply chain management. the
brand has invested heavily in
research and local agriculture and
pledged to buy 100% of its cocoa,
coffee, tea, fish and palm oil from
third-party certified sustainable
sources by 2020, which can be
tracked on its website.
*Edelman Client
30
30

31. 13
enables people to personalize products
14
invites people to test products,
collaborate on design, and
provide feedback
15
openly offers information on
how the brand performs against
competitors
you’ve got to give to get
SHARED
PRODUCT

32. people have a lot to give…
if they could, they would come to your
R&D labs, your design studios or
anywhere else products are designed
and developed
9 out of 10 people want a hand in
creating your products
% of consumers who
want opportunities to
share in the design &
development process
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [%
selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”]
32

33. it’s critical that what they
receive in return is honest and
open
9 out of 10 people want you to be as
transparent about your products’
performance as you are about your
values
TRANSPARENCY IS
MOST IMPORTANT IN:
TECHNOLOGY
ELECTRONICS
AUTOMOTIVE
APPAREL
it’s the most important of all the
brandshare behaviors in seven out
of twelve tested industries
BEER, WINE, SPIRITS
RETAIL
FMCG/CPG
rank of openly sharing product
performance data vs. other sharing
behaviors based on stated importance
Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For
each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?
[% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11:
please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly
share information on how the brand compares with competitors”]
33

34. CASE
STUDY
Adobe* understands that a product
made with people best serves
people‘s needs, so the company
invites people to beta test their
products. these open and public
previews actively ask people to
experience and evaluate new
products, innovations and
technologies.
Adobe’s recent invitation to beta test
Adobe® Photoshop® Lightroom® marks
the fifth consecutive version Adobe
has offered for public preview and
testing prior to its final release.
*Edelman Client
34
34

35. 16
shares company history or story
SHARED
HISTORY
where you came from shapes where you’re going

36. your history is secretly
seductive
although people don’t explicitly
demand that brands share their
history, a shared, open brand
heritage is one of the most
powerful predictors of people’s
intent to purchase or recommend
your brand
MODERATE
LOW
STRONG
NONE
.3
correlation between brands that share their history and
people’s intent to recommend that brand
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers
36

37. CASE
STUDY
Volkswagen* is among the most
storied of all auto brands and one
that embraces its roots even as it
innovates the cars it brings to market.
The brand's "Why VW" online platform
showcases its history as a brand by
and for the people. recognizing that
many people have -- and want to
share -- stories about their own history
with the brand, “Why VW" solicits and
showcases people's own stories
about their history and experiences
with Volkswagen.
®
*Edelman Client
37
37

38. what can you do?
38
38

39. old model
new model
change your marketing communications ethos
migrate from a linear, push model to an inclusive sharing model
39

40. harmonize your narrative
create a single brand narrative with consumer needs
and interests at the center
40

41. integrate your sharing
redesign your existing engagement channels and properties to
incorporate higher-value sharing
41

42. it pays to share
.1
.2
INTENT TO
USE/TRIAL
MODERATE
INTENT TO
PURCHASE
LOW
NONE
STRONG
INTENT TO
RECOMMEND
.3
correlation between brands that share and
people’s intent to use/trial, purchase and recommend that brand
Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a
friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or
service that brand offers
42

43. it pays
to share

44. brandshare@edelman.com
+1 212 729 2500
44

45. appendix:
brandshare methodology
45

46. we measured the business value of sharing
when you ask people directly, they say they want brands
to share
but to prove that sharing pays we asked people to rate
how well individual brands share. we then asked people if
they purchase, use and recommend those same brands
we analyzed the correlation between the two to
understand the connection between peoples’ opinions
and their actions when brands share
this correlation is a predictive, reliable estimate of the
value of sharing
46

47. all six dimensions drive business value
MODERATE
LOW
STRONG
NONE
.3
correlation between brand sharing behaviors and
people’s intent to recommend
we focus on the
correlation with people’s
willingness “to
recommend” a brand
because it’s considered
the most reliable
predictor of future
behavior
Qf8a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers
47

48. when correlating individual attitudes with intended
behavior, coefficients over 0.2 should be
considered meaningful and “strong”
it should be noted that these correlations measure a
multifaceted relationship vs. more straightforward
correlations between 2 related attitudinal
statements
MODERATE
correlation
coefficient
UNMET DEMAND*
consumers who desire more
a guide on how to read correlations
GREATER UNMET
DEMAND
HIGHER
STRATEGIC
PRIORITY OF
THE SHARING
BEHAVIOR
STRONGER
LINK TO
CONSUMER
BEHAVIOR
correlation to consumer intent to recommend
DERIVED IMPORTANCE*
LOW
STRONG
NONE
.3
correlation between a brand’s perceived
sharing and people’s intent to purchase,
recommend, use/trial that brand
to prioritize different types of sharing, we
compared their business importance against
those with the greatest unmet consumer
demand (i.e. those behaviors people “want
more” of from brands they like)
48