Brand Trust in the News: Jan 27-Feb 3

Unilever increases spend on purpose-driven marketing

January 30, 2020 – Unilever's investment in purpose-based marketing is a noteworthy commitment from one of the world's largest advertisers to an approach that's drawn significant interest from the industry. While research such as Kantar Consulting's Purpose 2020 report states that brands with purpose grow two times faster than others and resonates particularly well with millennials and Gen Z, Unilever's commitment strengthens the case for purpose even more with the revelation that its own data shows how purpose drives growth.

Unilever's brands have been creating campaigns that illustrate a cultural purpose or cause, which, when executed properly, are often well-received by consumers who are looking to purchase products from brands that are willing to support progressive causes.

While the case for purpose-driven marketing blossoms, the approach also comes with its own set of challenges, something Unilever has been at the forefront of acknowledging. Jope warned at Cannes last year that "woke-washing" — when brands run purpose-driven campaigns, but don't take action — could "infect" the advertising industry. "It threatens to further destroy trust in our industry, when it's already in short supply," Jope said. Read more on Marketing Dive.

42% of people believe ads can change the world, despite trust crisis

January 30, 2020 – In 2019 it was revealed that public trust in advertising had hit a record low of 25%, but fresh research has shown that people in the UK are still relatively positive about the industry’s impact on society.

A study from the Advertising Association (AA) and Credos on UK advertising’s social contribution (which drew responses from over 1,000 members of the British public and the ad industry) has revealed that 46% of adults believe advertising has a positive impact on society.

36% said advertising’s influence was neither positive nor negative and 18% said it was negative.
A further 42%, meanwhile, agreed that advertising had the power to help make the world a better place. Less than a quarter of respondents disagreed with that statement.

Last year, a separate research project between the AA, the Incorporated Society of British Advertisers (Isba) and Credos revealed that consumer trust in advertising had hit its lowest-ever ebb, dropping from 48% in 1992 to 25% in 2018. The dip in public favourability was exasperated by digital concerns, driven by problems such as a bombardment of ads and consumer concerns over privacy and regulation. Read more on The Drum.

Hey Google, Are Virtual Assistants Betraying Consumer Trust?

January 30, 2020 – The more humanlike a virtual assistant appears to us to be, the more consumer trust is placed in the device, a new study reveals, raising fresh concerns around Big Tech and data protection.

According to the up and coming study by the University of Waterloo, when developers give virtual assistants anthropomorphized (‘humanlike’) characteristics, people tend to feel more inclined to share their personal information with the devices. These characteristics include the tone and quality of voice of the virtual assistant, as well as how its physical and emotional qualities are perceived.

The multi-phase study — undertaken by a joint team of researchers from Waterloo’s mathematics and computer science faculties — is scheduled for presentation in April 2020. It promises not only to shed light on the extent to which people trust their virtual assistants, but also to provide fodder for privacy advocates who believe that brands could misuse the trust people place in digital assistants.

Many such products have burst onto the scene in recent years, with conversational voice assistants like Siri and Alexa having gained a significant growth record and the industry as a whole enjoying high consumer trust. Read more on CPO Magazine.

Gen Z doesn’t trust brands – except Google, YouTube and Amazon … while boomers believe in Hershey and Cheerios

January 30, 2020 – Data intelligence company Morning Consult conducted 16,700 interviews per brand for almost 2,000 brands. Each participant was asked “How much do you trust each brand to do what is right?”, and given the options of “a lot”, “some”, “not much”, “not at all”, or “don't know”. Morning Consult's website says its trust ranking “is determined by share of 'a lot' of responses”.

The survey found that the youngest and oldest consumers diverge sharply when it comes to how much they trust brands – and which brands they trust. Gen Z shoppers have an average brand trust rating of plus 10; less than the average boomer rating of plus 21.

And when it comes to the brands that they trust the most, Gen Z gravitates toward tech, ranking Google, Netflix, Amazon, YouTube and PlayStation as its top picks. Those rankings have no common ground with those of the baby boomers.

For older shoppers, the United States Postal Service (USPS) delivers the most when it comes to trust. The federal mail service is followed closely by the United Parcel Service, Hershey, The Weather Channel and Cheerios. Read more on Business Insider.

Innovation in the Wake of Data Responsibility and Increasing Climate Challenges: Interview with Alfredo Tan of WestJet

February 1, 2020 – The art of transforming a legacy-laden service industry has its own challenges. Compound this with the heightened reputation sensitivities as the airline industry remains susceptible to the blowbacks from guest experiences. Creating new experiences that strive to keep up with intensifying customer expectations will impact both the operational and cultural organization. This is colliding with the speed of innovation as a data explosion through IoT emerges, alongside the clear vulnerabilities inherent in data hacks, breaches, and data misuse. All the while, the consumer becomes much more knowledgeable about these impacts on their individual freedoms. I reconnected with Alfredo to address the state of the nation and his views on these imminent impacts on WestJet and the market at large.

Fast forward to the present day: 21 months later, WestJet has made significant progress in transforming both the guest experience and commercial business. The most recent quarter performance exposed the digital channel’s prevailing contribution to the incremental growth of the company. Read more on Forbes.

Archive 

January 2020

January 20- 27: ‘Trust Me’ advertising does not build trust. Create a trust agenda. Find out about this and more on the brand trust stories in our weekly news recap.

January 13 - 20: Americans trust Amazon and Google more than the police or the government. Find out about this and more on the brand trust stories in our weekly news recap.

January 6 - 13: In order to succeed in China’s ecommerce market, western businesses need to understand trust. Find out about this and more on the brand trust stories in our weekly news recap.

December 30 - January 6: Top 20 bruised, battered and embattled brands in 2019. Find out about this and more on the brand trust stories in our weekly news recap.

 

December 2019

December 2-9: Financial services can secure future innovation by focusing on trust. Find out about this and more on the brand trust stories in our weekly news recap.

November 2019

Nov 25 - Dec 2: Canadian telecom complaints hit a record high, with Bell leading the pack. Find out about this and more on the brand trust stories in our weekly news recap.

November 18-25: Lagging regulation, consumer trust inhibiting FinTech adoption in Canada. Find out about this and more on the brand trust stories in our weekly news recap.

November 11-18: Danone's call to action on sustainability: 'We're not moving quickly enough.' Find out about this and more on the brand trust stories in our weekly news recap.

October 2019

October 1 - 7: New research shows Facebook brand trust lowest out of top tech players with Apple ranking highest. Find out about this and more on the brand trust stories in our weekly news recap.

September 2019

September 23 - 30: Amazon bolsters Alexa privacy after user trust takes a hit. Find out about this and more on the brand trust stories in our weekly news recap. 

September 16 - 23: MEC, Lush Cosmetics will close stores across Canada on Friday for climate strike. Find out about this and more on the brand trust stories in our weekly news recap.

September 9 - 16: 51 major CEOs ask Congress for federal privacy law blocking state rules. Find out about this and more on the brand trust stories in our weekly news recap. 

September 2 - 9: Canadian airlines hit with $45K in fines in the first crackdown under passenger bill of rights. Find out about this and more on the brand trust stories in our weekly news recap.

August 2019

Aug 26 - Sept 2: Supply chain visibility boosts consumer trust and even sales. Find out about this and more on the brand trust stories in our weekly news recap.

August 19 - 26: Ride-hailing services will disrupt B.C.'s taxi industry. That’s a good thing for all involved. Find out about this and more on the brand trust stories in our weekly news recap. 

August 12 - 19: The Canadian public’s trust in corporations is broken – how do we fix it? Find out about this and more on the brand trust stories in our weekly news recap. 

August 5 - 12: How do tech giants profit from invading our privacy, and how can we start taking it back? Find out about this and more on the brand trust stories in our weekly news recap. 

 

July 2019

July 22 - 29: Zara built a $20B empire on fast fashion. Now it needs to slow down. Find out about this and more on the brand trust stories in our weekly news recap.

July 15 - 22: Ex-Unilever boss seeks 'heroic CEOs' to tackle climate change and inequality. Find out about this and more on the brand trust stories in our weekly news recap. 

July 8 - 15: For the love of trust – Edelman’s Michelle Hutton talks creativity and the state of trust. Find this and more #brandtrust stories in our weekly news recap. 

July 1 - 8: Why are brands losing #consumertrust? And how can technology help re-earn it? Find this and more #brandtrust stories in our weekly news recap. 

 

June 2019

June 10 - 17: Government of Canada advances efforts to build public trust and a positive reputation for the "Canada Organic Brand," while a new survey shows a continued decline in trust by survey respondents in major companies. These and more brand trust stories here. 

June 3 - 10: Facebook is breaking the five basic principles of trust-building while Canadians still don’t trust Tim Hortons as much as before. What's happening in the world of brand trust this week? You can explore consumer trust and brand trust stories here. 

May 27 - June 3: What's happening in the world of brand trust this week? From The North Face manipulating Wikipedia so its images ranked higher to the hike in scammers targeting those planning holidays, explore recent #consumertrust and #brandtrust stories here.

May 2019

May 20 - 27: UK consumers don't think GDPR has worked. #Boeing faces a major challenge in regaining the public's trust. To learn more on these and other brand trust news stories, get your weekly digest here. 

May 13 - 20: Jean-Dominique Senard, the departing CEO of Michelin and incoming chair of Renault, argues that the prevailing concept of corporate purpose needs an update. To learn more on brand trust in the news, get your weekly digest here. 

May 6 - 13: Brand Consistency Aids in Brand Security. Purolator recognized by consumers as Canada's most trusted delivery services partner in the Gustavson 2019 Brand Trust Index. To learn more on brand trust in the news, get your weekly digest here.

April 29 - May 6: MEC regains crown as Canada’s most trusted brand, says the new report. Be authentic, and trust will follow. And, for more brand trust in the news, get your weekly digest here.

March 2019

March 11 - 18: Explore stories from trust in technology, social media, digital marketing, and cybersecurity sectors. 

March 4 -11: As consumer skepticism grows, will the banks bounce back, or will competitors triumph? Is plastics campaign by retailers paying dividends in consumer trust? To learn about these and more on the brand trust news, get your weekly digest here.

February 2019

February 11 -18: As consumer scepticism grows, will the banks bounce back, or will competitors triumph? Brand Keys 2019 Customer Loyalty Engagement Index: Verified Trust = Brand Success. Plastics campaign by retailers is paying dividends in consumer trust. 

February 4 -11: Consumer expectations for trust increased across all product and service categories and brands by an average of 250% YOY, while consumer concern over privacy, security and brand transparency have reached a “tipping point.” 

January 28 - February 4: The brand turst news headlines featured are as follows: New Air France CEO Brings Customer-Service Savvy; Consumer Trust in Broadcasters: Higher and Higher; Tech Giant Huawei Faces 23 Felony Charges Plus A Huge Loss In Consumer Trust; Loyalty Advantage Now Favoring Digital Banks and Big Tech Firms; and Building Trust in the Fintech Revenue Model

January 2019

January 21-28: Explore the world of brand trust. This week's news digest features a study that shows a massive 250% shift in public expectation for brands to be trustworthy with their data as well as an interview on the Fifth Industrial Revolution and how it is about trust, values and saving the planet. All these and more in our weekly news digest.

January 14-21: Are interested in exploring the world of brand trust. This week's news digest features The 2019 Edelman Trust Barometer's new findings and Apple's Tim Cook calls for privacy bill with right to delete
dat. All these and more in our weekly news digest.

January 7-14: What's happening in the world of brand trust? Explore how blockchain-based product labels could build consumer trust in our food system, what America’s 14 most trusted brands are, J&J's handling of its talc crisis, and more in our weekly news digest.

January 1-7: "Let’s face it, consumers don’t trust brands. Most people view companies like faceless enemies; they’re just out to make money; they’re just telling us what we want to hear." To learn about how you can 'humanize' your brand and more, read our weekly news digest.

December 2018

December 24 - 31: Unlike fellow tech giant Facebook, which has struggled as it was forced to reckon with its own scandals this year, Amazon is still thriving. To learn about how tech giants can regain our trust in 2019 and other news in the world of brand trust, read our weekly news digest. 

December 17 - 24: Consumers turn to social media for personal interactions and that includes brands. Marketers will need to earn and maintain trust, while remaining agile to new sharing formats on social, according to Hootsuite’s annual trends report. To learn about this and other news in the world of brand trust, read our weekly news digest. 

December 10 – 17: 75 percent of US consumers said that they would stop doing business with a company if they received poor customer support or had a bad experience. To learn more about this and other news in the world of brand trust, read our weekly news digest.

December 3 – 10: 78 percent said they’re more inclined to view a company in a favorable light when a crisis is followed with the appropriate response. To learn about other news in the world of brand trust, read our weekly news digest.

November 2018

November 26 - December 3: 78 percent said they’re more inclined to view a company in a favorable light when a crisis is followed with the appropriate response. Explore this and more in this week’s brand trust news digest.

November 19 - 26: A recent study shows politeness in language influences attitudes toward a brand. A new survey finds that local television is the most trusted source of news. To learn about other news in the world of brand trust, read our weekly news digest. 

November 12 - 19: A recent study shows that brand loyalty isn’t dead, it’s just complicated. David Goldsmith explains how to choose micro-influencers that can build brand trust. To find out more about the news in the world of brand trust, read our weekly news digest.

November 5 - 12: “Businesses that fail to establish trust — the foundation of any relationship — will lose to businesses who can,” said SurveyMonkey CEO Zander Lurie in a statement accompanying the survey results. To find out more about the news in the world of brand trust, read our weekly news digest.

October 2018

October 29 – November 5: 82% of searchers choose a familiar brand for the first click. How can brands maintain authenticity when people are questioning the very nature of truth? To explore all these and other news in the world of brandtrust, read our weekly news digest. 

October 22 – 29: 8 out of 10 UK consumers say that “trust” is essential on choosing where they shop. Mountain Equipment Co-op (MEC) apologizes for the lack of minorities in its advertisements. Explore other news in the world of brand trust.

October 15 – 22: Coca-Cola is met with resistance from its younger target demographics. The PayPal brand name brings trust to small online retailers. Explore other news in the world of brand trust.

October 8 – 14: Read the brand trust stories from insurance, travel, technology, blockchain, apparel, and sportswear sectors

October 1 – 7: Explore what's happening in the world of brand trust. Read the stories from trust in finance, social media, entertainment, and sportswear sectors

September 2018

September 17 – 23: What's happening in the world of brand trust? Explore stories from trust in franchising, journalism, social media, and travel sectors

September 24 – 30: Explore stories from trust in technology, social media, digital marketing and cybersecurity sectors