Selon l'étude Earned Brand 2018 menée par le groupe Edelman dans 8 pays auprès de 8 000 personnes en ligne, et 32 000 intérrogées sur mobile, les consommateurs attendent des marques qu'elles s'engagent sur les grands sujets au coeur des enjeux sociétaux et politiques. L’étude Earned Brand 2018 est réalisée avec le cabinet d’études et d’analyses Edelman Intelligence, filiale du groupe Edelman. Au cours de cette enquête, 8 pays ont été interrogés : Brésil, Chine, France, Allemagne, Inde, Japon, Grande-Bretagne et États-Unis. L’étude est basée sur deux temps d’interrogation : le premier par smartphone du 29 juin au 24 juillet 2018 pendant lequel 32 000 personnes ont été interrogées (soit 4 000 personnes par marché) et le deuxième a été mené en ligne du 10 au 20 juillet 2018 auprès de 8 000 personnes sur les mêmes marchés (soit 1 000 par marché). Cette étude, menée depuis 4 ans, a pour objectif d’étudier la façon de gagner, de renforcer et de protéger la relation des marques avec les consommateurs.

1. BRANDS
THE NEW DEMOCRACY?
WINTER 2018
2018 EDELMAN EARNED BRAND

2. EDELMAN EARNED BRAND
2015 Innovation and the Earned Brand
2016 The Consumer-Brand Relationship
2017 The Rise of the Belief-Driven Buyer
2018 Consumers looking to Brands Take a Stand

3. 2018 EDELMAN EARNED BRAND
Astudy of how
brands can earn,strengthen and
protect consumer-brand
relationships
8 Markets
Brazil,China,France,Germany,India,Japan,the U.K.and the U.S.
All data is nationally representative based on age,region and gender
Online Survey
Belief-driven buying and general
attitudes toward brands
Relationships with 48 brands
Reactions to two communications
from each of 16 brands
8,000 respondents (1,000 per market)
Fieldwork: July 10 – July 20, 2018
Mobile Survey
Signal-contingent measurement of reactions to specific
brand communications
Respondents were asked to describe their experience with
the next brand communication they noticed naturally
32,000 respondents (4,000 per market)
Fieldwork: June 29 – July 24, 2018
3 EDELMAN| BRANDSTAKE ASTAND

4. 24 25 27 28 30
52
62 63
U.K.
France
Germany
Japan
U.S.
Brazil
China
India
2018 TRUST BAROMETER
Information platforms not
trusted
Change, 2017 to 2018− +0
Percent trust in social media
4 EDELMAN| BRANDSTAKE ASTAND

5. 2018 TRUST BAROMETER
Business
more trusted than
government
Gap in trust, business vs. government
57 48 43 43 42 74 44 74
Brazil
U.S.
France
U.K.
Japan
India
Germany
China
Gap
5 EDELMAN| BRANDSTAKE ASTAND

6. 2018 TRUST BAROMETER
Business expected to
take initiative on
change
say that CEOs should take the
lead on change rather than
waiting for government to
impose it
59%
6 EDELMAN| BRANDSTAKE ASTAND

7. 1in2
2017: THE RISE OF THE BELIEF-DRIVEN BUYER
people are
belief-driven buyers
They choose, switch, avoid or
boycott a brand based on its stand
on societal issues
Of belief-driven buyers,
57% bought a brand for the
first time
because of its position on a
controversial issue
56% will not buy
a brand because it stayed silent on
an issue it had an obligation to
address
7 EDELMAN| BRANDSTAKE ASTAND

8. A WORLD OF
BELIEF-DRIVEN BUYING

9. NEARLY 2 IN 3 NOW BELIEF-DRIVEN BUYERS
belief-driven
buyers
2017 2018
13pts+
65%
9 EDELMAN| BRANDSTAKE ASTAND
Spectators
Joiners
Leaders

10. AROUND THE WORLD
Double-digit growth
in
6 of 8 markets
(incl. France)
M A J O R I T Y I N E V E R Y M A R K E T
2017
2018
10 EDELMAN| BRANDSTAKE ASTAND
+13 +17+20+12+21+15+3+13+5

11. 56
53
43
70
66
60
18-34 35-54 55+
SPANS GENERATIONS
More older
consumers
now buying on
belief
M A J O R I T Y A T A L L A G E S
2017
2018
+14 +13 +17
11 EDELMAN| BRANDSTAKE ASTAND

12. 50 50
5758
66 67
Low Middle High
SPANS INCOME LEVELS
More lower- and
middle-income
consumers now
buying on belief
M A J O R I T Y A T A L L I N C O M E S
2017
2018
+8 +16 +10
(Bottom 25%) (50%) (Top 25%)
12 EDELMAN| BRANDSTAKE ASTAND

13. A WORLD WHERE BRANDS
ARE THE FORCE
FOR CHANGE

14. PEOPLE BELIEVE BRANDS CAN BE EFFECTIVE
Brands have better ideas for
solving our country’s problems
than government
37%
Brands can do more to
solve social ills than
government
48%
14 EDELMAN| BRANDSTAKE ASTAND

15. PEOPLE BELIEVE BRANDS WILL ANSWER THEIR CALL
It is easier for people to get
brands to address social
problems than to get government
to take action
54%
15 EDELMAN| BRANDSTAKE ASTAND

16. THE POWER OF
A BRAND’S STAND

17. EDELMAN| BRANDSTAKE ASTAND

18. SHOULD YOUR BRAND
TAKE A STAND?

19. YOUR STAND DRIVES PURCHASE INTENT
P E R C E N T W H O E X P R E S S P U R C H A S E I N T E N T A F T E R V IE W IN G A P R O D U C T O R B R A N D C O M M U N IC A T IO N
Net of:
28% 34%
Net of:
P R O D U C T F E A T U R E S B R A N D ’ S S T A N D
19 EDELMAN| BRANDSTAKE ASTAND

20. YOUR STAND GETS PEOPLE TALKING
PERCENT WHO EXPRESS INTENT TO ADVOCATE FOR THE BRAND AFTER VIEWING A PRODUCT OR BRAND COMMUNICATION
Net of:
17% 21%
Net of:
P R O D U C T F E A T U R E S B R A N D ’ S S T A N D
20 EDELMAN| BRANDSTAKE ASTAND

21. YOUR STAND MATTERS TO THEM
EVEN AT THE POINT OF SALE
Brands should make it easier for me to
see what their values and positions on
important issues are when I am about
to make a purchase
60%
21 EDELMAN| BRANDSTAKE ASTAND

22. EARNING THEIR ATTENTION
Marketers spend too much time looking
for ways to force me to pay attention to
their messages and not enough time
thinking of ways to make me want
to pay attention
56%
22 EDELMAN| BRANDSTAKE ASTAND

23. HOW TO TAKE A STAND

24. 24 EDELMAN| BRANDSTAKE ASTAND
THE BRAND STAND SPECTRUM
ACTIVISM
CULTURE
PURPOSE
Take a stand on a controversial debate.
Authentically infiltrate a current news topic.
Affirm your purpose and address the associated issues.

25. 19821971 2004

26. PURPOSE CULTURE ACTIVISM

27. PURPOSE CULTURE ACTIVISM

28. WHAT IT MEANS FOR YOU
AS A BRAND?

29. OUR POINT OF VIEW:
YOUR PURPOSE MUSTABSOLUTELYANSWER A SOCIETAL ISSUE.

30. IT IS NOT JUST A MATTER OF COMMUNICATION ANYMORE!
IT IS NOWA MATTER OF ENGAGEMENT.

31. 1
THE ERA OF
DECOMPARTMENTALIZING
TOUCHPOINTS
1
2
THE ERA OF
LISTENING
& CO-CREATING
3
THE ERA OF
STORYDOING
VS.
STORYTELLING

32. WHAT IT MEANS FOR YOU
ON A DAY-TO-DAY BASIS?

33. Peers and journalists account for 38% of
brand touchpoints
INSIGHT MARKETING
Paid
43%
Owned
19%
An advertisement
A direct communication
from the brand like a
tweet or email
Social
27%
Mainstream media
11%
A conversation A news story
3

34. MARKETING LEARNINGS:
TEST & LEARN
1
Shake up your customer journeys.
Test new forms.
34 EDELMAN| BRANDSTAKE ASTAND
2
Use data to express your intuition!
3
Consider your company’s engagements
as a business leverage rather than a
constraint!

35. INSIGHT COMMUNICATION :
TELL A COMPELLING STORY
Interrupted
their attention
I could not easily ignore or avoid paying
attention to it
24%
Engaged
their attention
76%
I noticed it and decided it was worth paying
attention to
Someone pointed it out to me,
or it was a natural part of a conversation I
was having
41%
35%
35 EDELMAN| BRANDSTAKE ASTAND

36. COMMUNICATIONS LEARNINGS:
TELL & EARN
1
Infiltrate conversations.
Be present where they are expecting you
instead of asking them to be where you are
expecting them .
36 EDELMAN| BRANDSTAKE ASTAND
2
Show them that you are open to discuss.
But be firm in the face of unjustified attacks.
3
Do not communicate to your stakeholders.
But involve them in your governance!

37. ACTIVATE YOUR COMMUNITY
Spokespeople in messages that were
noticed and drove brand advocacy
Index
37 EDELMAN| BRANDSTAKE ASTAND
x
x x
x
x x x x x x

38. PR/INFLUENCE LEARNINGS:
OPEN & SPREAD
1
Reconsider your influencer ecosystem
– experts, NGOs, start-uppers, social
influencers, clients:
think integration !
38 EDELMAN| BRANDSTAKE ASTAND
2
Revamp your content approach:
kill the press release!
3
Expand your spokespeople’s
field of activity:
your partners are your first
ambassadors!

39. 50%
Source: 02018 Edelman Trust Barometer: Special Report: Brands and Social Media. Q13. Belowis a list of statements. For each one, pleaseratehowmuch you agreeor disagreewith that statement
using a 9-point scalewhereonemeans“strongly disagree” and ninemeans“strongly agree”. (Top 4 Box, Agree). General population, 9-market average, and by agein France.
Percent who agree
24 26 27 30
38
46
51 53 56
Germany
Canada
U.K.
U.S.
France
Brazil
UAE
India
China
I am unlikely to become emotionally
attached to a brand unless we are
interacting and communicating via social
media
39%
DIGITAL LESSONS :
SOCIAL MEDIA ARE ESSENTIAL
TO BUILD EMOTIONAL BONDS

40. DIGITAL LEARNINGS:
INCUBATE & MOVE FORWARD
1
Amplify the experience.
40 EDELMAN| BRANDSTAKE ASTAND
2
Moderate with agility.
3
Engage all audiences.