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How will brands connect with consumers in the post-trust era? - Consumer Trends

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The latest Edelman Trust Barometer found levels of trust in the US general population have declined by the largest margin the survey has ever recorded, while classifying 20 of the 28 countries surveyed as "distrusters". Ben Cooper asks Tonia Ries, executive director of Edelman Square, the intellectual property unit of the global PR giant, what declining trust means for brands and their relationship with consumers.


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