Gartner found that 44% of consumers report that their highest expectations of companies is for them to ensure their own policies and practices align with a cause, but only 37% of CMOs report taking that action. 24% of consumers say one of brands’ top two priorities should be donating money to cause, yet 46% of CMOs report donations as a top action taken.

Chief marketing officers (CMOs) must focus on building trust as 57% of consumers reported they lacked trust in U.S. brands, according to a recent survey by Gartner, Inc. In the midst of dire loss of trust, marketing leaders hope to differentiate themselves by improving brand trust.