The 2021 Edelman Trust Barometer shows that consumers are expecting more from brands than ever before in terms of purpose. But according to the Meaningful Brands survey by Havas, as many as 71% of consumers have little faith that brands will deliver on their promises. And by comparison, 83% of marketers believe that the brands they represent are making good on their stated purpose.
This disconnect between brands and their audiences shows the growing concern around ‘purpose-washing’.