Edelman report: How stances on race are affecting trust

The PR firm updated its Trust Barometer in the wake of George Floyd’s death and subsequent protests. The conclusion? The risks when staying silent have never been higher.

Ragan Insider Premium Content
Ragan Insider Content

From last year’s Business Roundtable statement on corporate purpose and a stakeholder view of capitalism—to this moment around racial injustice in America, the business landscape has swung. Hard.

The principles that guided many leaders throughout the last half century since World War II have come into question: Should brands avoid politics and cultural debates? Do consumers want to see activism from the companies that sell them toothpaste and chocolate bars?

[RELATED: Make sure your team is up to date on the latest skills, strategies and practices. Learn more about Ragan Training.]

According to the latest refresh of Edelman’s industry leading work around trust, consumers have never followed brand statements this closely—and missteps have a financial cost.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.