The vast majority (90 percent) of people want marketers to share their brands, but few marketers are fulfilling that desire, according to Edelman's "brandshare" survey released today.

More than nine-in-ten (91 percent) of respondents want to play a part in the design/development of brands and an equal percentage demands openness about a product's performance against competitors.

A big survey takeaway: shared product is a key driver of a purchase decision.

Jennifer Cohan, consumer marketing practice global chair at the firm, considers brandshare "an ethos and organizing principle" that puts people at the center of brand strategy and "prioritizes activities based on people's needs and interests."

Edelman surveyed consumers in the U.S., Canada, Brazil, U.K., France, Germany, India and China.

At 50 percent, France ranks No. 1 in wanting brands to show they share and support people's ambitions. The U.S. (43 percent) and Brazil (40 percent) follow.

Edelman Berland conducted the survey of 11,000 consumers in June and July.