US Consumers Are Keeping a Close Eye on How Brands Handle the Coronavirus Crisis

They believe companies should provide meaningful solutions, not just sell things

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People expect the global socioeconomic and political challenges posed by the coronavirus crisis, as well as the existential threats of widespread illness and unprecedented isolation, to be tackled by brands, not just the government.

A recent survey of 1,000 people in 12 countries, including the United States, U.K. and China, on brand trust and the COVID-19 pandemic from the 2020 Edelman Trust Barometer found there’s an almost unanimous worldwide belief that brands have a critical role during this trying time.



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