Edelman’s tips for meaningful brand purpose and restoring consumer trust

Gabey Goh

A majority of consumers believe that too many brands are using societal issues as a “marketing ploy” to sell products, according to a study by Edelman, the PR firm.

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,”...

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