According to Edelman’s Earned Brand survey, privacy tops the list of reasons consumers across the globe—and specifically in Germany, the U.S. and Australia—have misgivings about innovation. Concerns regarding the environment and personal security are next on the list, the report states. "Marketers are missing out on a simple truth: Acceptance of innovation cannot be bought; it must be earned," said Edelman President and CEO Richard Edelman. "As marketers, we need to evolve our playbook if we want to succeed. We have to address consumers' fears before we have the permission to sell. Marketing, at the moment, is making it worse."
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