How to Manage Risk Versus Opportunity When You Stand for Something

Grace Kao, Global Head of Advertising Business Marketing at Spotify, sits down with Jackie Cooper, Edelman’s Global Chief Brand Officer, at the annual Cannes Lions International Festival of Creativity. The two discuss findings from the Edelman Trust Barometer Special Report: The Collapse of the Purchase Funnel, the power of Gen Z consumers, and how brands should be thinking about ongoing relationships with consumers. “When consumers purchase something, it isn’t just a value exchange – it’s an investment in your brand,” Grace says. 

See more findings from the brand trust report: https://www.edelman.com/trust/2023/trust-barometer/special-report-brand-trust