Fifty-six percent of people believe that too many brands use societal issues as a “marketing ploy” to sell their products, rather than as a source of genuine conviction that drives tangible action.

That was among the main findings of the “2019 Edelman Trust Barometer Special Report: In Brands We Trust?” study presented by Michelle Hutton, Edelman’s managing director/global client strategy, at Advertising Week APAC 2019, a conference held in Sydney, Australia.

“I think we can all do a better job of advising our clients, and the businesses we work for, when it comes to the whole concept of social purpose,” Hutton asserted.

Drilling down into this topic, she highlighted the following insights from the research, which was conducted in April and May 2019, and surveyed 16,000 respondents in eight markets, including China, India and Japan, in Asia Pacific:

  • Beware of “woke-washing”
  • Remember the product experience
  • Turn broad principles into local action
  • Cross-channel consistency is crucial
  • Influencers can achieve what advertising cannot