One year after the killing of George Floyd and Canada’s own recognition of the systemic injustices faced by Indigenous Peoples, Black Canadians and racialized communities, people have new expectations for businesses and brands to take action in the fight against racial injustice.

The Edelman Trust Barometer is in its 21st year of studying trust in institutions. Last year, Edelman explored the connection between brands and racial justice. This year, we took a closer examination on the topic. The stakes have intensified, and it is time for businesses and brands to move beyond small steps. 


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