This document discusses research from Edelman on how brands are increasingly taking public stands on social and political issues. Some key points:
- Nearly two-thirds of consumers in 8 major markets are now "belief-driven buyers" who make purchasing decisions based on a brand's positions on issues, up from about half in 2017.
- Belief-driven buying is now a mainstream behavior spanning generations and income levels in most countries studied.
- Majorities in the countries studied believe that brands can be more effective than government in solving social problems and driving change.
- Brand communications focusing on social issues generate more purchase intent and customer advocacy than product-focused ads.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
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.
Brand purpose gives companies the competitive advantage in crafting brand identity & winning an evolving market with new consumer expectations.
For more info visit: https://www.accenture.com/us-en/insights/strategy/brand-purpose
Brand Advocacy and Social Media - 2009 GMA ConferenceBrandon Murphy
Businesses must strategically align behind creating advocates for their brands. This presentations shows companies how to focus on advocacy and spark it with social media. It was given in partnership between 22squared and Deloitte at the 2009 GMA Social Media Conference in New York.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
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.
Brand purpose gives companies the competitive advantage in crafting brand identity & winning an evolving market with new consumer expectations.
For more info visit: https://www.accenture.com/us-en/insights/strategy/brand-purpose
Brand Advocacy and Social Media - 2009 GMA ConferenceBrandon Murphy
Businesses must strategically align behind creating advocates for their brands. This presentations shows companies how to focus on advocacy and spark it with social media. It was given in partnership between 22squared and Deloitte at the 2009 GMA Social Media Conference in New York.
Lessons from Award-Winning Brand Purpose CampaignsWARC
How is brand purpose defined? What are the different views? What do effective purpose campaigns have in common? This was presented at a #WARCxACA event in Toronto on August 1, 2018.
Der Aufstieg der Marken mit Mission | Accentureaccenture
Unternehmen, die es schaffen, ihren Marken einen tieferen Sinn und Zweck zu verleihen, erzielen damit einen Wettbewerbsvorteil. Nicht nur bei der Entwicklung ihrer Markenidentität sondern auch beim Aufbau eines loyalen Kundenstamms. Erfahren Sie mehr
Presentation on the appropriate means of presenting products and companies ethically. The unethical practices of some Fortune 500 companies and the negative impact that occurs.
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
Accenture PoV: 55m conversations over 55 days - Making Social Media Matter Mac Karlekar
Accenture’s latest report analyzes effective social media tactics to help consumer packaged goods (CPG) companies drive higher consumer engagement.
We studied 80 CPG brands (Coke, Nestle, Unilever, P&G, Tesco, Amazon, Walmart) from the athletics, alcoholic beverages, fashion and luxury, food and non-alcoholic beverages, personal care, and snacks and chocolates categories. The selection of brands represent a sampling of brands that are very active in social media, those that are ramping up their social activity, and those that are not yet active.We also monitored the five retailers that are most active in social media.
Overview: Many companies’ social media efforts are not designed to increase sales or even facilitate socializing. Fan pages and brand communities many times look more like broadcast vehicles than interactive social vehicles.
The bottom line is that companies may need to revisit their social media strategy to generate engagement and move from pure social listening capability to derive actionable insights across departments.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Tom Roach, BBH London’s Head of Effectiveness, discusses the importance of difference in business, marketing and creativity, and shares some key data to help you avoid drowning in the ‘sea of sameness’.
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
Most brands seek the same thing—profitable growth. In order to
grow profitably, the brand has two marketing jobs. One job is to grow and protect a franchise of consumers who appreciate the brand’s relevance. The second job is to optimize the efficiency and scale of the tactics that generate revenue. This paper explains how to build, execute and measure the two strategies so that they complement each other to drive maximum long term growth.
Retail Touchpoints Study: Gamification Brian Crotty
Leading Retailers Use Gamification To
Boost Customer Engagement And Loyalty
By Alicia Fiorletta, Associate Editor
Games are powered by six core elements: desire,
incentive, challenge, achievement/reward,
feedback and mastery. Human nature has wired us with an innate urgency to become the best at a specific activity, and more importantly, be rewarded for our expertise and dedication..........
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
Surveying 8,000 people online and 32,000 via mobile phones, the 2018 Edelman Earned Brand study shows that now 60% of consumers in Japan either buy or boycott brands based on their stances on societal issues.
Lessons from Award-Winning Brand Purpose CampaignsWARC
How is brand purpose defined? What are the different views? What do effective purpose campaigns have in common? This was presented at a #WARCxACA event in Toronto on August 1, 2018.
Der Aufstieg der Marken mit Mission | Accentureaccenture
Unternehmen, die es schaffen, ihren Marken einen tieferen Sinn und Zweck zu verleihen, erzielen damit einen Wettbewerbsvorteil. Nicht nur bei der Entwicklung ihrer Markenidentität sondern auch beim Aufbau eines loyalen Kundenstamms. Erfahren Sie mehr
Presentation on the appropriate means of presenting products and companies ethically. The unethical practices of some Fortune 500 companies and the negative impact that occurs.
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
Accenture PoV: 55m conversations over 55 days - Making Social Media Matter Mac Karlekar
Accenture’s latest report analyzes effective social media tactics to help consumer packaged goods (CPG) companies drive higher consumer engagement.
We studied 80 CPG brands (Coke, Nestle, Unilever, P&G, Tesco, Amazon, Walmart) from the athletics, alcoholic beverages, fashion and luxury, food and non-alcoholic beverages, personal care, and snacks and chocolates categories. The selection of brands represent a sampling of brands that are very active in social media, those that are ramping up their social activity, and those that are not yet active.We also monitored the five retailers that are most active in social media.
Overview: Many companies’ social media efforts are not designed to increase sales or even facilitate socializing. Fan pages and brand communities many times look more like broadcast vehicles than interactive social vehicles.
The bottom line is that companies may need to revisit their social media strategy to generate engagement and move from pure social listening capability to derive actionable insights across departments.
Conversant - Retail Marketer Insights The State of Digital and the Future of ...Conversant, Inc.
The study, conducted in December 2013 and January 2014, solicited information and opinions from leading
senior-level retail marketers. The digital opportunities and challenges covered in the study varied from the
current role that digital plays in marketing programs to the burgeoning interest and importance of personalized
one-to-one marketing.
For the retailer, this study provides a benchmark for today’s attitudes and efforts compared to those of a crosssection
of other retail industry leaders.
In addition, retail is often the “first mover” in digital when it comes to programs with a strong likelihood of ROI
impact. Thus, these findings are very relevant to marketers outside of the retail/e-tail sector.
Tom Roach, BBH London’s Head of Effectiveness, discusses the importance of difference in business, marketing and creativity, and shares some key data to help you avoid drowning in the ‘sea of sameness’.
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
Most brands seek the same thing—profitable growth. In order to
grow profitably, the brand has two marketing jobs. One job is to grow and protect a franchise of consumers who appreciate the brand’s relevance. The second job is to optimize the efficiency and scale of the tactics that generate revenue. This paper explains how to build, execute and measure the two strategies so that they complement each other to drive maximum long term growth.
Retail Touchpoints Study: Gamification Brian Crotty
Leading Retailers Use Gamification To
Boost Customer Engagement And Loyalty
By Alicia Fiorletta, Associate Editor
Games are powered by six core elements: desire,
incentive, challenge, achievement/reward,
feedback and mastery. Human nature has wired us with an innate urgency to become the best at a specific activity, and more importantly, be rewarded for our expertise and dedication..........
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
Surveying 8,000 people online and 32,000 via mobile phones, the 2018 Edelman Earned Brand study shows that now 60% of consumers in Japan either buy or boycott brands based on their stances on societal issues.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
For global results see: http://www.slideshare.net/EdelmanInsights/earned-brand-2016-global-results
The 2017 Edelman Earned Brand, a study conducted among 14,000 consumers in 14 countries, explores the rise of belief-driven buyers, who will buy a brand, switch from it, avoid it and— at the extreme — boycott it based on a brand’s stance on a controversial issue.
The 2017 Edelman Earned Brand, a study conducted among 14,000 consumers in 14 countries, explores the rise of belief-driven buyers, who will buy a brand, switch from it, avoid it and— at the extreme — boycott it based on a brand’s stance on a controversial issue.
Explore the results: www.edelman.com/earned-brand
July 11, 2017 Correction: A previous version of this report incorrectly displayed the data for year-to-year changes on slide 43 in the Data Appendix.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
From Me to We: The Rise of the Purpose-Led Brand (US Edition)accenture
New research from Accenture Strategy found that 62 percent of consumers globally prefer to buy from companies that stand for a shared purpose that reflects their personal values—and are ditching those that don’t. The study found that companies in the US that stand for something bigger than what they sell are more likely to attract consumers, influence purchasing decisions, and improve competitiveness. Read these and other findings from Accenture Strategy’s 14th annual Global Consumer Pulse Research. To learn more, visit https://www.accenture.com/us-en/insights/strategy/Brand-purpose?c=acn_glb_purposeslideshare_10852024&n=smc_0119
An introduction to Useful Brands from a Byte Breakfast event, presented by 383 co-founder John Newbold.
http://383project.com/blog/useful-brands-byte-breakfast/
Similar to Edelman Earned Brand Global Report 2018 (20)
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. 2
Edelman Earned Brand
Innovation and the Earned Brand2015
The Consumer-Brand Relationship2016
The Rise of the Belief-Driven Buyer2017
Brands Take a Stand2018
3. 3
Margin of error
8-market average online survey data +/- 1.1% (N=8,000)
Market-specific online survey data +/- 3.1% (N=1,000)
8-market average mobile survey data +/- 0.6% (N=32,000)
Market-specific mobile survey data +/- 1.6% (N=4,000)
2018 Edelman Earned Brand
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
A study of how brands can
earn, strengthen and
protect consumer-brand
relationships
Online Survey
• Belief-driven buying and general
attitudes toward brands
• Relationships with 48 brands
• Reactions to two communications
from each of 16 brands
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
8,000 respondents (1,000 per market)
Fieldwork: July 10 – July 20, 2018
32,000 respondents (4,000 per market)
Fieldwork: June 29 – July 24, 2018
4. Business
%Trust 57 48 43 43 42 74 44 74cccccccc
4
Business Expect to Lead
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-
point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 9-point scale; top 4 box, trust, question asked of half of the sample. TRU_INS. Below is a list of
institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” 9-point scale; top 4 box, trust. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? 9-point scale; top 4 box, agree, question asked of
half of the sample. General population, 8-market average.
2018 Trust Barometer
24 25 27 28 30
52
62 63
U.K.
France
Germany
Japan
U.S.
Brazil
China
India
llllllll-2 -1 -4 +1 -11 -3 +4 -6
Information platforms
not trusted
say that CEOs should take
the lead on change rather
than waiting for government
to impose it
64%
Business more trusted
than government
Business expected to
take initiative on change
Percent trust in social media Gap in trust, business vs. government
Change, 2017 to 2018− +0
Government
% Trust 18 33 33 36 37 70 43 84
Brazil
U.S.
France
U.K.
Japan
India
Germany
China
********
39
15 10 7 5 4 1
-10
Gap
5. Source: 2017 Edelman Earned Brand. Belief-driven buying segments. See Technical Appendix for a full explanation of how belief-driven buying was
measured. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 14-market average,
among belief-driven buyers.
5
2017: The Rise of the Belief-Driven Buyer
They choose, switch, avoid or
boycott a brand based on its
stand on societal issues
people are
1 2 67in
belief-driven buyers
%
because of its position on
a controversial issue
bought a brand
for the first time
Of belief-driven buyers,
65% a brand because it stayed
silent on an issue it had an
obligation to address
will not buy
6. Some Brands Go All In
Benetton and Act Up Paris,1993 Nike, 2018
9. 64
Source: 2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
9
Do you choose, switch, avoid or boycott a brand based on
its stand on societal issues? (Percent in each segment)
Nearly 2 in 3 Now Belief-Driven Buyers
SPECTATORS
Rarely buy on belief or punish brands for
taking a stand
LEADERS
Have strongly held, passionate beliefs. The
brands they buy are one important way they
express those beliefs
JOINERS
Depending on the issue and the brand, they
will change their buying behavior based on
the brand’s stand
26 30
25
34
49
36
2017 2018
13pts
+
%
BELIEF-DRIVEN BUYERS
10. Source: 2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
10
Percent who are belief-driven buyers, and year-to-year change
Belief-Driven Buying
Now Mainstream Around the World
Double-digit growth
in 6 of 8 markets
Y-to-Y Change− +0
2017 2018
Majority in Every Market
51
73
56
65
50
39
47
37 37
64
78
69 68
65
60 59 57
54
8-market
average
China Brazil India France Japan U.S. U.K. Germany
+13 +17+20+12+21+15+3+13+5
11. Source: 2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average, by age.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
11
Percent who are belief-driven buyers, and year-to-year change
Belief-Driven Mindset
Now Spans Generations
Y-to-Y Change− +0
2017 2018
60
53
38
69 67
56
18-34 35-54 55+
+9 +14 +18
Majority at All Ages
More older consumers
now buying on belief
12. Source: 2018 Edelman Earned Brand. Belief-driven buying segments. 8-market average, by income.
See Technical Appendix for a full explanation of how belief-driven buying was measured.
12
Percent who are belief-driven buyers, and year-to-year change
Belief-Driven Mindset
Now Spans Income Levels
Y-to-Y Change− +0
2017 2018
More lower- and middle-income
consumers now buying on belief
51
46
58
62 62
69
Low Middle High
+11 +16 +11
Majority at All Incomes
(Bottom 25%) (50%) (Top 25%)
13. I believe brands can be a powerful force for change.
I expect them to represent me and solve societal problems.
My wallet is my vote.
Brand Democracy
Welcome to the new
14. Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
14
Percent who agree
People Believe in Brands
as an Effective Force for Change
53Brands have
better ideas
for solving our
country’s problems
than government
46 Brands can
do more
to solve social
ills than government
% %
15. Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
15
Percent who agree
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 73
62 60
57
50 49
43
37
India Brazil China U.S. U.K. France Germany Japan
17. Source: 2018 Edelman Earned Brand. Q93. What, if anything, do you intend to do (or have you done) as a result of seeing this communication. 8-market average, among
those who saw a product ad vs. a brand ad.
17
Percent who express purchase intent after viewing a product or brand communication
Your Stand Drives Purchase Intent
Product Features
44%
43%
Brand’s Stand
Purchase 22%
Consider in future 23%
Learn more online 17%
Purchase 22%
Consider in future 21%
Learn more online 19%
Net of: Net of:
18. Source: 2018 Edelman Earned Brand. Q93. What, if anything, do you intend to do (or have you done) as a result of seeing this communication. 8-market average, among
those who saw a product ad vs. a brand ad.
18
Percent who express intent to advocate for the brand after viewing a product or brand communication
Your Stand Gets People Talking
3226% %
Talk to friends or family 19%
Post online, like or
reply to the brand
12%
Talk to friends or family 24%
Post online, like or
reply to the brand
15%
Net of: Net of:
Product Features Brand’s Stand
19. Your Stand Matters to Them
Even at the Point of Sale
Source: 2018 Edelman Earned Brand. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
19
Percent who agree
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
79
69 68
56 56 55
52
48
India Brazil China France U.K. U.S. Japan Germany
20. Source: 2018 Edelman Earned Brand. Q70. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 8-market average.
20
You’re Not Really
Reaching Them
Percent who agree
%
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 65 64 63
58
53 52 50
45
U.K. India U.S. France Brazil Germany China Japan
22. 22
The Brand Stand Spectrum
PURPOSE
Is your organization living
its purpose–every day?
Clearly articulate why your brand exists
and make a proactive effort to address
that purpose
CULTURE
Authentically connect your stand
to a relevant moment in culture
Are you connecting to
culture–or just co-opting it?
ACTIVISM
Confront a controversial issue that has
a direct impact on your stakeholders
and/or your brand
Will your stakeholders support
your position–and act on it?
Watch-Out Watch-Out Watch-Out
Johnson & Johnson works to end Myopia in children Levi Strauss CEO supports gun control measuresNissan helps communities clean up their beaches
23. Source: 2018 Edelman Earned Brand: Mobile survey. Q3. When you first encountered the communication, how would you describe the way it got your attention? 8-market
average, among the original invite sample. “Engaged Attention” is a net of “It attracted my attention. I noticed it and decided it was worth paying some attention to,”
“Someone pointed it out to me. They suggested that I look at or pay attention to it.” and “It was a natural part of a conversation that I was having.”
23
Percent who describe their attention as having been interrupted or engaged
by the brand communication they noticed
1. Tell a Compelling Story
Interruption Does Not Break Through
I could not easily ignore or
avoid paying attention to it
Someone pointed it out to me, or it
was a natural part of a
conversation I was having
I noticed it and decided it was
worth paying attention to
Interrupted
their attention
Engaged
their attention
Mobile Survey of 32,000 Brand Interactions
1 848%
36%
% %
6 4
24. Source: 2018 Edelman Earned Brand: Mobile survey. Q1. What was the communication you just noticed? Q3. When you first encountered the communication, how would
you describe the way it got your attention? 8-market average, among the original invite sample who describe their attention as engaged (Q3/1, Q3/3, or Q3/4).
24
Percent who noticed each of the following types of brand communications,
among those who describe their attention as engaged
2. Content Matters More
Engaged Attention Possible Across Channels
Owned
25%
A direct communication
from the brand like a
tweet or email
An advertisement
Paid
29%
A conversation A news story
Social
27%
Peers and journalists account for
45% of brand touchpoints
Mobile Survey of 32,000 Brand Interactions
Mainstream Media
18%
25. 20
73
90
96
105
120
131
166
Actor
Model
Celebrity
CEO or other executive
Journalist
Company employee
Expert
Customer or regular person
Source: 2018 Edelman Earned Brand: Mobile survey. This data is based on a logistic regression using Q14: Did the communication feature any of the following [spokespeople]
to predict brand advocacy behavior Q13: What, if anything, do you intend to do (or have you done) as a result of seeing this communication: Talk positively about the brand
with my friends or family OR Post a positive response, like or reply to the communication. The indices represent the increase in likelihood of advocacy attributable to the
spokesperson indicated versus not having a spokesperson divided by the average increase in advocacy across all of the spokespeople tested. 8-market average.
25
Relative increase in the likelihood that each type of spokesperson will drive advocacy
(regression analysis); data shown as an index
3. Activate Your Community
Peer, Expert and Employee Voices Earn Advocacy for Your Brand
Index
Mobile Survey of 32,000 Brand Interactions
Spokespeople in
messages that
were noticed and
drove brand advocacy
27. 27
Take Your Stand
through Brand Democracy
Belief-driven buying is
now a mainstream
mindset across ages
and incomes
People believe that
brands can lead
societal change
A brand’s stand
drives purchase intent
and advocacy
29. 29
2018 Edelman Earned Brand Sample
8-market average online survey data +/- 1.1% (N=8,000)
Market-specific online survey data +/- 3.1% (N=1,000)
COUNTRY INTERNET PENETRATION SAMPLE SIZE LANGUAGES QUOTA PARAMETERS
BRAZIL 66% 1,000 Portuguese Gender, age & region
CHINA 52% 1,000 Simplified Chinese (Mandarin) Gender, age & region
FRANCE 86% 1,000 French Gender, age & region
GERMANY 88% 1,000 German Gender, age & region
INDIA 35% 1,000 English Gender, age & region
JAPAN 91% 1,000 Japanese Gender, age & region
U.K. 93% 1,000 English Gender, age & region & ethnicity
U.S. 88% 1,000 English Gender, age & region & ethnicity
30. 30
How Were Belief-Driven Buyers Identified?
We developed a series of six nine-point questions
to measure the extent to which beliefs affect people’s
buying behaviors:
We then classified respondents into three segments
based on their responses to the above items:
1
Even if a company makes the product that I like most, I will not buy it if I
disagree with the company’s stand on important social issues
I have bought a brand for the first time for the sole reason that I
appreciated its position on a controversial societal or political issue
I have stopped buying one brand and started buying another because I
liked the politics of one more than the other
I have strong opinions about many societal and political issues. The
brands I choose to buy and not buy are one important way I express
those opinions
If a brand offers the best price on a product, I will buy it even if
I disagree with the company’s stand on controversial social or
political issues [reversed scored]
I have stopped buying a brand solely because it remained silent on a
controversial societal or political issue that I believed it had an obligation
to publicly address
LEADERS JOINERS SPECTATORS
Have strongly-held,
passionate beliefs.
The brands they buy
are one important
way they express
those beliefs.
Depending on the
issue and the brand,
they will change
their buying behavior
based on the
brand’s stand.
Rarely buy on belief
or punish brands that
take a stand.
1
2
3
4
5
6
31. 31
The Edelman Brand Relationship Index
A strong consumer-brand relationship is a form of brand equity that is of increasing importance in today’s
unpredictable and exacting marketplace. It is directly tied to the reliable tendency of a brand’s customer
base to be the first to buy its new product innovations, advocate for it among their peers, defend it against
critics and remain loyal to it even when there are potentially good reasons to switch. These behaviors
protect a brand from marketplace disruptions and give it permission to introduce new disruptions of its
own.
The Edelman Brand Relationship Index is uniquely designed to quantify how interwoven a brand is into a
person’s life. The more points of attachment there are between a brand and a customer, the more vital,
resilient and valuable that relationship is for both parties.
The Seven Dimensions
of the Consumer-Brand Relationship
The Brand Relationship Index is a composite
measure of the depth and quality of the bond a
consumer has with a brand across seven distinct
dimensions that constitute the fundamental
building blocks of consumer-brand relationships.
EMBODIES UNIQUE CHARACTER
MAKES ITS MARK
TELLS A MEMORABLE STORY
LISTENS OPENLY, RESPONDS SELECTIVELY
INSPIRES SHARING, INVITES PARTNERSHIP
BUILDS TRUST AT EVERY TOUCHPOINT
ACTS WITH PURPOSE
11
2
3
4
5
6
7
INDIFFERENT INTERESTED INVOLVED INVESTED COMMITTED
0-6 7-26 24-43 44-69 70-100
“I may buy and use
your product or
service, but I don’t
really put much
thought into it”
“I know a little
about your product.
I am making an
educated choice”
“Given a choice, I
would pick your
brand; I appreciate
what you stand for”
“We share
common values
and see the world
in a similar way”
“We do things
together and for
each other; we
share a past and a
future”
The Edelman Brand Relationship Index measures
the strength of the consumer-brand relationship along a continuum
32. 2018 Edelman Earned Brand Team
Edelman Intellectual Property
Executive Director Tonia E. Ries
tonia.ries@edelman.com
Executive Advisors Michelle Hutton
Amanda Glasgow
Nick Lucido
Carol Potter
Richard Wergan
Executive Editor Joseph Tropiano
Sr. Project Manager Kisha R. Stokes
Project Manager Alina Krikunova
Edelman Intelligence
Head of Thought Leadership Research David M. Bersoff, Ph.D.
david.bersoff@edelmanintelligence.com
Director of Operations Sarah Adkins
Research Manager Cody Armstrong
Research Coordinator Nick Maxwell
Assoc. Research Coordinators Giuseppe Bovenzi
Abbey Fox
Assoc. Data Processor John Zamites
32