2
Edelman Earned Brand
Innovation and the Earned Brand2015
The Consumer-Brand Relationship2016
The Rise of the Belief-Driven Buyer2017
Brands Take a Stand2018Margin 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 averagemobile 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 48brands
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
Business
%Trust5748434342744474ccccccccBusiness Expected to Lead
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each typeof 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
242527
2830
52
6263
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-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 mediaGap in trust, business vs. government
Change, 2017 to 2018 +0
Government
%Trust1833333637704384
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Gap。