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哪一代人对品牌最信任？

爱德曼在过去六年中一直在关注品牌信任度，我们最重要的发现是客户出现了信仰驱动的购买行为，如今有近三分的消费者根据自己的价值观来购买或倡导品牌。在坎城国际创意节（Cannes Lions International Festival of Creativit）上发布的《2022年爱德曼信任晴雨表特别报告：新级联影响》（2022 Edelman Trust Baromet...

Which generation has the most trust in brands?

Edelman has been following brand trust for the past six years. Our most important finding is the emergence of belief-driven buying, with nearly two-thirds of consumers today buying or adv...

Businesses must take action on geopolitical issues or risk losing public trust: Edelman

Business has emerged in the past three years as the most trusted institution in the Edelman Trust Barometer. Its greatest advantage is competence, more than fifty points higher than Gover...

Here's why trust is so vital when tackling COVID-19

This month, we mark the second anniversary of the lockdown ordered by Western governments to prevent the spread of Covid-19. It is time to step back and consider what has happened, where ...

Pandemic fuels culture of institutional mistrust

One year ago, the 2020 Edelman Trust Barometer found trust across institutions was damaged by pervasive fears of job loss to automation and downward mobility, despite a strong global econ...

Businesses have a role to play in building vaccine trust. Here's why

The destruction wrought by the COVID-19 pandemic defies hyperbole. The devastation to lives, livelihoods, and economies is already incalculable, and the end is not in sight. While everyon...

为什么我们会面临假新闻爆炸？

上个星期，我们刚刚在美国进行了一次问卷调查，调查样本包含了1000名普通大众和113名硅谷科技员工，调查主题是假消息对主流媒体信任度的影响。 大多数美国人得出了这样一个“悲惨”结论——假新闻确实是媒体以打击政治对手为动机所创造的。 假新闻最终只会把读者引向“回声室”——每个人都只会选择性地接受自己同意的观点。假新闻是“市政广场”的坟墓，以前在广场上，所有人都可以有不同的观...

How can we fight fake news?

We are just out of the field on a flash poll in the U.S. taken last week, with 1,000 members of the general population and an oversample of 113 Silicon Valley-based tech employees on the ...

我在达沃斯的九大观察

9 observations from the World Economic Forum