As marketers continue to grapple with the ongoing COVID pandemic, consumers are shifting their behaviors and seeking out brands they can trust. Trust has emerged as a fundamental driver of purchase according to the latest Edelman Trust Barometer Special Report titled ‘Brands Amidst Crisis’. Looking ahead, what will drive brand trust in the new year? Anant Rangaswami (Editor, Melt) speaks to Richard Edelman (President & CEO, Edelman) to understand what businesses in India are expected to focus on for 2021.