e-Strategy Trends’ continually updated collection of trends and statistics about trust for marketing, public relations, advertising and strategic communications professionals.
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.Read More
Most US internet users say they don’t trust social networks to protect their personal information. A May 2018 survey by Rad Campaign found that 61% of respondents had little to no trust in social networks. That compares with 53% in 2016, and 57% in 2014.Read More
Consumers are more likely to trust banks—and even insurance firms—than marketing or advertising companies. That’s according to a September 2017 PwC survey, which found that just 6% of US internet users said they trusted media and entertainment companies.Read More
But while emotions were seen as the primary driver of loyalty across sectors, just 15% of consumers responding to Capgemini’s survey agreed that brands do a good job of bonding with them emotionally.Read More
Reviews continue to be extremely important, as 94% of respondents use the internet multiple times a year to find local businesses, and the majority are more likely to use a business based on positive reviews.Read More
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.Read More