Trust is becoming increasingly important for brands and, against the backdrop of current social developments, a gamechanger. The results of the 2021 Edelman Trust Barometer Special Report "Trust, the new brand equity" show that brands have acquired a special role in solving social challenges. 

2021 Edelman Trust Barometer SPECIAL REPORT

Brand trust is more important than love
Becoming a "love brand" was and is the big goal for many companies. But in recent years, love alone is no longer enough. The Edelman Trust Barometer clearly shows that trust in a brand (80%) is more important than love (72%) when making a purchase or usage decision for those surveyed in Germany, and can even be a dealbreaker. Good value for money (84 %) and the best quality (84 %) also have a major influence. German respondents have clear feedback for companies that do not fulfil this with their brands: 38 % say that even if they loved a brand, they would give it up if they did not trust the company behind it. 

Brands in social responsibility
79 % of Germans expect brands to take one or more measures that go beyond their actual product and business. These include addressing social and political challenges, honestly addressing uncomfortable truths, being transparent and thus bringing about positive change in society, and standing up against misinformation.  

Trust as new brand value
Over half of those surveyed in this country (56%) say they will support a brand they fully trust by making a purchase, i.e. buying a new product or service even if the option is not as favourable as others. Further, 52% say they will advocate for a trusted brand in private and on social media, and 49% will remain loyal to the brand even if something goes wrong. Another 26% will interact with the brand by participating in activities it initiates, sharing personal data with it, or allowing online tracking. 

Click here to go to the 2021 Trust Special Report "Trust, the new brand equity" Website.

2021 Edelman Trust Barometer 2021 Special Report "Trust the new brand equity"

The Edelman Trust Barometer 2021 Special-Report: Trust the new brand equity is a report of the Edelman Trust Barometer 2021. The survey was conducted by Edelman Data & Intelligence (DxI) between May 12 and June 2. 2021 and included 14,000 respondents in 14 markets: Brazil, Canada, China, France, Germany, India, Japan, Mexico, Saudi Arabia, South Africa, South Korea, UAE, the UK and the US, with 1,000 respondents in each market. All data is nationally representative by age, region, gender and additionally by ethnicity in the UK and US. 

Press contact

Anna-Lena Schildt, Senior PR & Marketing manager of Edelman Germany
Tel.: +49 (0) 40 80 90 36 770, E-Mail: