Edelman report: How stances on race are impacting trust

The PR firm updated its Trust Barometer in the wake of George Floyd’s death and subsequent protests. The conclusion? The risks when staying silent have never been higher.

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From last year’s Business Roundtable statement on corporate purpose and a stakeholder view of capitalism—to this moment around racial injustice in America, the business landscape has swung. Hard.

The principles that guided many leaders throughout the last half century since World War II have come into question: Should brands avoid politics and cultural debates? Do consumers want to see activism from the companies that sell them toothpaste and chocolate bars?

According to the latest refresh of Edelman’s industry leading work around trust, consumers have never followed brand statements this closely—and missteps have a financial cost.

Image courtesy of Edelman.

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