Towards greater collaboration and alignment to help companies meet changing consumer expectations. The 2019 Edelman Trust Barometer shows that society expects business to take the lead on key political and social issues. WFA, with input from Edelman, sought to research whether marketing and policy teams are working together to meet society’s changing expectations. Ninety-seven marketers and policy experts (50 in marketing and 47 in public affairs) representing 50 WFA member companies and a collective global marketing spend of over US $60 billion, responded to an online survey in February 2019 on the dynamics of their relationships. The Good There is…

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