Edelman has found that 90% of people want brands to share but only a tiny 10% of those people actually think brands are sharing well. The infographic also shows how people are more likely to buy, try and recommend a brand if it was shared, highlighting the importance of this process in today’s communications market, and stressing the need for brands to take control. As shown below, sharing is complex, comprising of six different behaviours. Dialog, wanting brands to listen and respond thoughtfully, and values, the demand for brands to be transparent about how the product is made and sourced, were the most sought after in brand sharing.