This 2019 Edelman Trust Barometer Special Report reveals that the vast majority of consumers across markets, ages, incomes and gender say that brand trust is essential to buying, finding that 81% of people say a major consideration for brand purchase is that they trust the brand to do what is right. However, the report also notes that despite consumers' call for advocacy and brands to reflect their personal beliefs, brands are largely failing the trust test. The data shows that just one in three respondents said they trust most of the brands they buy and use. It highlights how today's most trusted - and rewarded - brands make a difference in consumers' lives and in the society they care about, and in order to earn consumer trust, brands must back up their promises with action.