How brands can dodge fake news and become trusted sources

In this POV we share recent Ipsos research and suggestions for how brands can build even more value with their customers.

The author(s)

  • Emmanuel Probst Senior Vice President, Brand Health Tracking
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Consumers no longer expect brands to merely market their products, but also to provide reliable and accurate information, take a stance on social issues, and make a positive contribution to society and the community. At the same time, people are increasingly concerned about the spread of fake news, which impacts their perception of media channels, social media platforms and brands. This phenomenon is exacerbated by the fact that fake news spreads about six times faster and is 70% more likely to be retweeted than the truth, according to a study from the Massachusetts Institute of Technology published in Science.

How can brands maintain and even earn more trust with their customers in this complicated landscape? Especially as consumers demand brands take more of a role not just in a “purpose-driven” way but an evolved way that includes supporting roles for the consumers themselves and a host of social issues.

Download our paper as we explore in detail the three things for brands to do:

  1. Brands should not associate with fake news
  2. Brands must provide content to educate and inform the public
  3. Brands can inform and help tackle social issues

The author(s)

  • Emmanuel Probst Senior Vice President, Brand Health Tracking

Society