Purposeful advertising and influencers dodge decline in public trust

Edelman, the public-relations network, has found that fluctuating levels of trust in businesses and institutions present opportunities as well as risks for brands.

The global chief operating officer of Edelman, the New York-based public relations enterprise, has discovered a need for purpose-driven marketing. And, with it, he has made a strong case for influencers’ role in the new media ecosystem.

Such discoveries are deep in the pages of the 18th Annual Edelman Trust Barometer, a survey that relies on interviews with 33,000 people in 28 markets to determine who and what is trustworthy.

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