How Brands Can Thrive Amid Consumer Distrust



The era of “fake news,” populism, and declining faith in institutions has eroded public confidence in virtually all information sources.  Google Trends shows that the word “fake” has generally surpassed “trust” as a search term, beginning around the time of the 2016 Presidential election.

Marketers and technology companies haven’t helped things, with the advent of “fake influencers,” concerning data breaches and worries over spying on consumers. The trend is spurring major brand marketers to look for new strategies to communicate with skeptical consumers.

Marketers need to rethink their decisions about media, consumer targeting, messaging, and spokespersons in order to succeed in an era of consumer distrust.

UM’s long-running Wave global survey recently explored the issue of trust and found disturbingly low confidence in the perceived “truthfulness” of virtually every information source in our lives. For the first time, the study asked how often each of 13 information sources were “truthful,” using the following answer choices:

  • less than 25% of the time;

  • 25-49% of the time;

  • 50-74% of the time; and

  • 75-100% of the time.


Read the full MediaPost article, here.

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