29% of consumers trust leaders build personal trust by being honest The banking Royal Commission in Australia has uncovered what appear to be some very unethical and possibly illegal activities. Research suggests that this has further eroded trust in banks and related businesses. This is the fourth of five thoughts addressing what can be learned […]

29% of consumers trust leaders build personal trust by being honest The banking Royal Commission in Australia has uncovered what appear to be some very unethical and possibly illegal activities. Research suggests that this has further eroded trust in banks and related businesses. This is the fourth of five thoughts addressing what can be learned from the reported behaviour of banks and other businesses that have lost consumer trust. Trust is central to effective branding and essential to successful brand loyalty. These issues have been addressed at length in previous thoughts. The focus here is how to address a crisis after lies have been told and trust has been lost. Research completed in 2018 found that only 29% of consumers trust leaders. Further, this research found that: 69% of consumers trust employees 53% of consumers trust employers 37% of consumers view CEOs as a credible source of information Interestingly, 43%…