Brand Trust in the News: October 7- 14

Strengthening the foundations of trust in the digital age

October 8, 2019 – There appears to be an epidemic of distrust that is eating away at the fabric of society. People have lost faith in institutions’ ability to provide reliable public services and in businesses to provide the jobs that put food on the table and allow workers to lead a dignified life.

According to the Edelman Trust Barometer, which measures the levels of trust globally, for the past decade, less than half of the world’s population trusts government, business, or even civil society. The surge in inequality, despite economic gains for millions, is one important factor that has left people questioning whether their government or employer has their best interests at heart.

The speed of technological change and the unprecedented volume of information available — anytime, anywhere, via smart devices — is exacerbating this phenomenon. Today, information that weakens our faith in society spreads faster than responses to it. This trend will only grow as 5G mobile networks increase the speed and expand the breadth of connectivity.

Few industries are exempt from the scandals that lead to distrust, be they mining and environmental disasters or the manipulation of benchmark interest rates and air pollution tests. People witness the sometimes devastating results of unethical acts perpetrated by institutions and people that were once synonymous with quality and integrity. People are also discovering that the digital platforms and tools that offer the benefits of convenience, connectivity, and greater transparency also present critical problems that were not envisaged, such as data privacy. Read more on strategy+business.

New Study Looks at Eroding Consumer Trust in Information Shared Online [Infographic]

October 8, 2019 – Who do you trust in regards to online news sharing?

That's become a key question - in the past, consumers have been able to trust that official news sources and platforms will provide them with accurate, relevant coverage. But in the age of social media - where anyone, anywhere can share anything and have it reach, potentially, millions - it's become more difficult to ascertain who's telling the truth. Or, at the least, it's provided more capacity for left-of-center sources to raise questions about mainstream coverage, and have it appear more credible through amplification.

And with the 2020 US Presidential Election looming, trust is once again about to become a hotly debated topic, with political groups, analysts and outside campaigners all working to represent their version of events.

So which outlets do you trust? That's the subject of this new study conducted by WhoIsHostingThis.
The team recently surveyed 981 people in the US to get their views on which news providers they trust, along with their thoughts on emerging technologies, like deepfakes, and their potential impact.
You can check out the full report here, or an infographic overview of the key results below. Read more on Social Media Today.

Nestlé, Tim Hortons named Canada's top plastic polluters again

October 9, 2019 – For the second year in a row, Nestlé and Tim Hortons were the top companies behind branded plastic bottles, coffee cups, and lids and other plastic waste collected in shoreline cleanups across the country, Greenpeace Canada reported Tuesday.

Starbucks, McDonald's and the Coca-Cola Company rounded out the top five of the environmental advocacy group's list of plastic polluters.

"Year to year the general order can shift a bit, but overall it's those top usual suspects that we will keep seeing pop up," said Sarah King, head of Greenpeace Canada's oceans and plastics campaign.
"We know that all of the top five companies to date haven't made significant efforts to reduce [plastic] production. Their products are going to be in the environment until that happens."

King had noted previously that in many cases, the plastic waste is likely disposed of properly by consumers, but ends up in the environment anyway, sometimes due to wind or storms. Read more on CBC.

Your mass consumer data collection is destroying consumer trust

October 10, 2019 – These are dark days for trust. Darkest of all for marketers and advertisers.

Only 3% of people trust marketing and advertising, the lowest of any industry or practice, and that trust is falling fastest among millennials, an ominous sign for the future.

We have no one to blame but ourselves.

Like everyone else, we’ve been blinded by the promise of tech’s false promise of “Big Data Solves Everything.” Martech is driving the dialog in our industry right now, and they’re telling us that collecting as much consumer data as possible — regardless of the actual value of that data, and regardless of our consumer’s best interests — will reveal a magic growth formula.

That’s a farce. There is no magic growth formula, and tech won’t do your job for you. Believing that amassing data will save your business instead of focusing on fundamentals has only led to lazy marketing, plummeting consumer trust and a two-fold increase in the number of expensive martech solutions over the last two years.

Public awareness of the surveillance economy is sharpening. The press is increasingly paying attention to business AND advertising practices. Consumers are voting with their wallets and choosing to walk away from companies that don’t practice the values they preach. This is a trend that will speed up, not slow down. The skepticism that has recently emerged around Amazon’s new Alexa announcements is just the most recent example of this. Read more on Tech Crunch.

Lean not mean: A user-first framework for surveillance marketing

October 10, 2019 - Data collection is rising in consumer consciousness. With privacy regulations coming into effect around the globe, and stories of data breaches and fines continually hitting the headlines, themes such as informed consent, customer data ownership and the right to be forgotten are becoming the focus of the conversation.

This inevitably shines a spotlight on the tracking tools used in the martech and adtech ecosystems. These industries provide services that rely on tracking, with technology geared up to gather data, profile users, and improve ad targeting. At the root of the issue is the revenue model of the major platforms where advertising funds free access. With click-through-rates (CTR) declining and the use of ad blockers rising, there is increased pressure to extract more value from the remaining inventory of users. Countering that pressure is ongoing privacy regulation and competition from tech giants, such as Apple and Google, putting privacy at the core of their business.

Marketers clearly need to reconcile the demands of commerce with the privacy pressures in the market and, at the recent MarTech East Conference, Duane Schulz, Principal of Schulz Advisors LLC, presented the concept of lean surveillance marketing as a possible solution.

Lean surveillance marketing is based on a number of core principles, the most important of which is that marketers exist to serve their visitors. They must, therefore, use marketing technologies for the user, not against them, and consider how they can best use tech to improve customer experiences. This focus on the user will naturally lead to stronger customer relationships and increased brand value through trust. Read more on MarTech.

Archive 

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 re

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