2023 Edelman Trust Barometer Special Report

This document is a special report titled 'The Collapse of the Purchase Funnel' from the 2023 Edelman Trust Barometer. It outlines the findings from a global survey conducted with a sample size of 13,802 respondents across 14 markets, focusing on consumer behavior and brand trust. The report highlights significant changes in consumer attitudes towards brands, particularly in light of personal and societal vulnerabilities. It details how consumers are increasingly scrutinizing brands, prioritizing trust, and considering factors such as health and environmental impacts when making purchasing decisions. The report also discusses the influence of Gen Z on brand expectations and purchasing behaviors, noting their heightened demand for transparency and alignment with personal values. The findings suggest that the traditional purchase funnel model is outdated, as consumers now seek ongoing engagement with brands rather than viewing purchase as a final step. The report emphasizes the need for brands to adapt to these evolving consumer dynamics.