When Trust Falls Down How Brands Got Here and What They Need To Do About It

In this paper we’ll outline what we have identified as the four key reasons we are seeing a crisis in trust, and importantly what brands and advertising needs to do to rebuild that trust.

Our extensive country wide multi stage study has revealed that the British consumer feels they can trust almost nothing, that trust is in crisis, and that there is little faith in the traditional holders of power and influence.

We believe this world view is impacting perceptions of brands and advertising; we need to confront this new mindset head-on in order to truly build valuable connections with today’s consumer.

Following suggestions are given:

  1. Brand realism to replace brand delusion
  2. Anecdotetelling to replace storytelling
  3. Explicit geo targeting to replace implicit geo targeting.

Media & Brand Communication