Marketing In a World of Mistrust

Marketing In a World of Mistrust

The state of trust is, in a word: troubling.

  • Trust in government, business, media and NGOs is eroding globally with declines in 21 of 28 countries—the broadest decreases since the beginning of Edelman Yearly Trust Barometer tracking in 2012.
  • Gallup reveals that television, newspapers, big business and Congress all rank at the bottom of the trust list, with less than 10% of Americans having a great deal of confidence in these organizations.
  • Some 42% of Americans find brands and companies less truthful today than 20 years ago, according to a recent McCann Truth Central study.

More positively, 84% of respondents in the McCann study said they believe brands have the power to make the world better place.

What does all of this mean for those of us marketing? It means that trust should never be taken for granted and should always be a foundation for better marketing. Here are three fundamentals that can help in your efforts to build trust.

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