Nothing sends up red flags faster than someone saying “Trust me.” It’s the same as “Honestly, I swear, it’s the truth!” You can’t build trust by demanding it — the more you talk about it, the less credible you sound.
Building trust takes continued action over time. It’s always a work in progress and it’s incredibly fragile.
Brands need to work on building that credibility with their audiences. In the 2020 Edelman Trust Barometer report, 53% of respondents ranked trust as a deciding factor in purchase decisions, second only to affordability. The report also found trust is a crucial indicator for customer loyalty, with half of respondents saying it played a major role.
But here’s the challenge: less than half of those surveyed — in 11 countries across the globe — said they trust major brands.
