Growing consumer concern over privacy and environmental harm could stifle innovation, according to Edelman's first Earned Brand survey released today during the Cannes Lions Festival.

Nearly nine-in-ten (87 percent) of people surveyed said they would stop purchasing new products if they were troubled over security or environmental threats.

Richard Edelman said the survey shows that innovation must be earned and can't be bought.

He said marketers must address consumers' fears before winning their "permission" to sell.

Edelman believes the current bad state of marketing only makes matters worse.

The Earned Brand survey found that 60 percent people say advertising manipulations make them less sure of what to believe.

Two-thirds of respondents are bored or frustration with the barrage of messages telling them to upgrade their products.

Edelman plans to make the Earned Brand survey an annual event.