Edelman Trust Barometer: September 2020 report on brands and racial justice in America

Updates June 2020 report on what Americans think about the fight to combat racial injustice and the role they feel brands should play.
  • The report shows some declines in interest around solving systemic racism and the role of brands in the months after the May 2020 death of George Floyd, but concern rebounded somewhat following the late August shooting of Jacob Blake.
  • Following the Jacob Blake shooting, the age group that has seen the biggest change in terms of whether they believe racial injustice exists were the 55-plus age cohort, with 74% believing this is so.
  • Black people generally have the least trust in institutions to address systemic racism and racial injustice; however, across ethnicities, people have more trust in their employers in...

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