IntroductionBrands are rooted in the trust that consumers place in them, without it they cannot reach the crucial goal of creating an intense bond between the brand and the consumer.
However, consumers are increasingly distrusting and skeptical of corporations on a number of levels.
Marketers need insight into what makes consumers more trusting to develop productive long-term personal relationships with them.ScopeInsightful consumer and industry survey data conveying the key trust-orientated issues for consumersDetailed analysis of consumer attitudes regarding key trust issues across the packaged goods sectors and the influence of these of buying behaviorExhaustive review of NPD and marketing campaigns utilizing best-practice principles of trust building brandingDetailed Action Points pinpointing how to devise effective marketing concepts that will help to (re)build trustHighlightsConsumers are becoming more fearful, skeptical and distrusting; 86% of European and US consumers agree that they have become more skeptical about corporations in the last 5 years.
In particular, consumers are more conscious of product safety, and they lack trust in mainstream media channels, and the specifics of product claims.Consumers behave differently in response to their need for trustworthy products.
This may be to overcome risk associated with product safety scares or because they are sceptical of product claims made by a new brand.
However, certain factors such as word of mouth and professional endorsement can considerably boost trust.Companies perceived as being socially responsible are deemed to be more trustworthy.
Our consumer and industry opinion surveys revealed that 73% and 71% of respondents respectively considered ``a good track record in business ethics`` to be influential in (re)gaining consumer trust.Reasons to PurchaseWin new customers through radically more effective marketing that is based on building trust, and reducing perceived riskOvercome the growing threat of discounters and private label by leveraging key characteristics of established brandsObtain a comprehensive understanding of the key trust issues impacting your business in the next 5 years