In Brands We Trust: But For All Others, It's Still About Cash

Edelman Brand Trust Barometer discovers there are two things consumers care about most when it comes to their brands: 1. price, and 2. trust. The study, based on 22,000 respondents in 11 markets, ranks trust higher than a brand's reputation and finds consumers are more apt to be loyal to a brand that supports important causes and takes action against injustices.