Corporate reputations in the US have diminished this year compared to 2017. Only about half of consumers trust companies to do the right thing, down from 62% last year, and just 41% give companies the benefit of the doubt, down from 56% last year.
Companies around the world are facing an ‘authenticity gap’ as they fail to meet customer expectations in key areas that drive authenticity, such as value and customer care. Trouble is, companies are considered the least credible when they’re talking about those particular areas.
The difference between a good and bad reputation can have a huge impact on consumers’ purchase and recommendation likelihood.
About two-thirds of US consumers have reviewed or recommended a local business through word-of-mouth in the past year.
Almost 6 in 10 online consumers worldwide have recommended companies that they trust in the past 12 months.
Consumers might not reward a company they believe is ethical, but many are likely to punish a company they perceive to be unethical.
76% of agency professionals felt their role in the clients’ business strategy was important, while 65% of client-side marketers thought the same.
The majority of agency professionals and client-side marketers agree: the relationship between the two groups is important for business, viewed as strong and rooted in trust.
Amazon.com is this year’s top-perceived brand among LGBT consumers, jumping from the #6 spot last year.
The BMW Group is this year’s most reputable company, reports the Reputation Group, rising a couple of spots from last year and overtaking The Walt Disney Company.