embrace the opportunity to establish trust This is the first of five thoughts on the subject of ‘trust’. Trust is essential to effective branding, and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with organisations they do not […]

embrace the opportunity to establish trust This is the first of five thoughts on the subject of ‘trust’. Trust is essential to effective branding, and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with organisations they do not trust. Research in the United States in 2017 found that 94% of consumers want to trust the brands they purchase. In another study, 77% of consumers surveyed reported that trust is a critical consideration in making a purchase. In yet another survey, it was found that 57% of consumers attributed their emotional connection to a brand to the issue of trust. While these findings may not be surprising, the following may be: Consumers only trusted 22% of brands they regularly considered for purchase Only 42% of consumers surveyed said that they trusted a brand Trust…