We write about consumer trust for Advertising Week
Trust is something that is in short supply and high demand these days. Alter Agents’ marketing communications manager, Clayton Southerly, recently wrote about the importance of consumer trust in light of our year-long research series on consumer anxiety. In his piece, published in AdvertisingWeek360, He cited some of the insights from our study that show American trust in individuals, government and other institutions is plummeting, and they are looking to businesses to “fill the vacuum left as social and institutional norms shift and fail” when it comes to trust and confidence.
The article goes on to cover how brands and marketers can use this as an opportunity, while also doing the right thing. He writes, “building back consumer trust is in everyone’s interest. It’s good for society, it’s good for democracy, and it’s very good for brands and their bottom lines.” Brands can start to make strides in this direction by being authentic, reassuring consumers, and be openly honest in all communications.
In order to find out how to go about this, a solid understanding of brand audiences is vital. Basing a plan on well-rounded consumer insights can help address specific audience needs, examine existing business practices and objectives, and provide a basis for prioritizing the right issues and actions.
It’s going to take everyone working together to build trust out of the chaos of the past year. Businesses can “be part of the recovery” by being proactive, candid and building true partnerships with both external and internal audiences. By communicating the right messages, and taking action on the issues that matter, consumer trust will follow – plus the building of “a good, solid, trusted brand while we’re at it.”
For the complete article, visit: https://www.advertisingweek360.com/repairing-consumer-trust-is-the-only-way-forward/
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