'A New Role for Brands
This global crisis will fundamentally change how we think, behave, and consume. There is no rapid return to normal. The new world will have trust at its core, with the brand mandate expanded to solve problems for all, protect all, care for all, collaborate with all and innovate in the public interest. At this moment of deepest global crisis, the public wants brands to step up, keep us safe, guide us and help us. Brands that act in the interest of their employees, stakeholders and society at large will reinforce their expertise, leadership and trust and immeasurably strengthen the bond they have with consumers.
This is a moment when brands can prove that they put people, not profits, first. Respond with compassion and make a difference; this is the true test for purpose-driven leaders. The people are counting on us to deliver.'
Read more or 2020 Edelman Trust Barometer Brands and the Coronavirus.pdf
