{"id":5170,"date":"2023-07-11T01:11:35","date_gmt":"2023-07-11T05:11:35","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/07\/11\/we-need-to-talk-about-trust\/"},"modified":"2023-07-11T01:11:35","modified_gmt":"2023-07-11T05:11:35","slug":"we-need-to-talk-about-trust","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/we-need-to-talk-about-trust\/5170\/","title":{"rendered":"We Need to Talk About Trust"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong><em>From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. <\/em><\/strong><a href=\"https:\/\/www.linkedin.com\/in\/mike-foster-4315553?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAACdZSUBzgZS1xiusGSXJT30lYMI066hPBU&amp;lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BENbR0%2FqERfCMFfQk%2BmnPOA%3D%3D\"><strong><em>Mike Foster<\/em><\/strong><\/a><strong><em>, founder and strategic creative director at Straight Forward Design, asks how brands can step into the breach. <\/em><\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As police struggle to abide by laws they enforce, politicians fall deeper into the mire of partygate, and TV presenters are not all they seem&#8230; where do consumers turn for a much-needed dose of trust and reliability?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The answer: brands and businesses, which now present the last bastion of trust. Businesses now hold a staggering 54-point lead over governments when it comes to perceived competence and are 30 points ahead on ethics, according to <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2023-03\/2023%20Edelman%20Trust%20Barometer%20Global%20Report%20FINAL.pdf\">Edelman\u2019s latest Trust Barometer<\/a>. Across 26 countries globally, 62% of respondents trust business \u2013 while only 50% trust government.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s more, government and media are seen as \u201csources of misleading information,\u201d fuelling a cycle of distrust, while 48% of respondents see businesses as \u201ca reliable source of trusted information.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, if business and brands are now the flag bearers for competence and ethics, how can they maximise the opportunity to step into the void left by the establishment?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&ldquo;How much do you trust this brand to do what is right?&rdquo; <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">It\u2019s the question posed every day by <a href=\"https:\/\/pro-assets.morningconsult.com\/wp-uploads\/2023\/05\/Most-Trusted-Brands-2023.pdf\">Morning Consult<\/a>, which asks consumers around the world to rate thousands of brands. The data shows consumer trust doesn\u2019t change much from year to year, and it\u2019s also a vital tool for helping brands weather scandals.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The most trusted brand in the UK, according to <a href=\"https:\/\/pro-assets.morningconsult.com\/wp-uploads\/2023\/05\/Most-Trusted-Brands-2023.pdf\">Morning Consult\u2019s 2023 report<\/a>, is Boots. Having been around for 170 years, it\u2019s no surprise the retailer has created a consistent, regular presence in consumers\u2019 lives that has helped build trust over decades. With free health MOTs for over-40s and the launch of a <a href=\"https:\/\/www.boots-uk.com\/newsroom\/news\/boots-launches-menopause-friendly-symbol-to-help-identify-products-and-services-that-can-help-with-symptoms\/\">\u2018Menopause Friendly\u2019 symbol<\/a> to help consumers identify products and services to help with symptoms, the brand is perfectly positioned to win, and retain, trust.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Is this too woke for me?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">But the trust formula isn\u2019t easily swallowed by everyone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">GenZ exhibits <a href=\"https:\/\/morningconsult.com\/tracking-trust-in-institutions\/\">lower levels of trust<\/a> in all industries and institutions, says Morning Consult, because they\u2019re young consumers who require additional touchpoints to continue to build trust over time. To gain it, brands need to meet GenZ where they are, without being derided as the corporation in the room. Take Chipotle Mexican Grill\u2019s response to <a href=\"https:\/\/intel.morningconsult.com\/content\/analyst-report\/brand-spotlight-march-2023\">a viral TikTok menu hack<\/a>, where the brand partnered with creators and added to its menu, proving it was actively listening to consumers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of course, marketing isn\u2019t about solely promoting the product anymore. It\u2019s about showing up authentically in the right place, in a way that connects with how consumers feel about the world around them. Almost a third of consumers say they\u00a0<a href=\"https:\/\/www.euromonitor.com\/from-sustainability-to-purpose-in-the-coronavirus-era\/report\">buy brands<\/a>\u00a0whose political and social values align with their own, and about a quarter of consumers boycott brands that don\u2019t, shows Euromonitor research.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands will need to change course and match consumer values and behaviours \u2013 from mental health and physical wellbeing to sustainability and how they shop online \u2013 if they want to win consumer trust.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s easy to dismiss as low-cost tokenism or politically correct wokism, but brands who pivot to match consumer concerns can better target and relate to their audiences emotionally.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This works best if they have gradually built the capital required. Brands like <a href=\"https:\/\/www.dove.com\/us\/en\/stories\/campaigns\/detoxify.html\">Dove, with its toxic beauty campaign<\/a>, and <a href=\"https:\/\/shots.net\/news\/view\/maltesers-lighten-the-load-for-working-mums-in-motherlover-campaign\">Maltesers with its Motherlover work<\/a>, are driving more meaningful emotional connections with consumers by becoming more relatable and purposeful \u2013 which shows consumers what they can trust about a brand.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>In brands we trust&hellip;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Yet if brands and their stated purpose are an anchor of consumer trust, they can also be a target for investor ridicule.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Having put purpose at the heart of its brands in 2018, Unilever faced backlash from fund manager Terry Smith, founder of Fundsmith Equity Fund and major Unilever investor, who last year branded the FMCG giant\u2019s focus on sustainability and brand purpose \u201cludicrous\u201d, claiming the strategy led to its \u201cunderwhelming\u201d financial performance in 2021, and mocking the decision \u201cto define the purpose of Hellmann\u2019s mayonnaise.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, <a href=\"https:\/\/www.marketingweek.com\/unilever-investor-brand-purpose-error\/\">research from Kantar<\/a> found that brands in Unilever\u2019s portfolio with a strong purpose were growing sales more than twice as fast as the rest. At the same time, research among Unilever employees found that in 54 of the 75 markets where it tracks staff engagement, 72% of employees said sustainability was the main reason they joined the business.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Proof that trust in business to do the right thing not only sells brands, but also creates loyal brand ambassadors.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Coming up next: <\/em><\/strong><strong><em>Is this peak purpose? Five ways to avoid purpose jeopardy\u2026<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mike Foster is the strategic creative director of brand design agency Straight Forward Design, which he founded in 2008.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Having worked to revive and drive established heritage brands, while also elevating scale-up and challenger brands, Mike always sees the bigger picture. He ensures that everything the agency does is rooted in creativity, integrity, and mutuality, while client collaboration leads the Straight Forward approach.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By operating in this way, Mike creates achievable long-term goals for brands including Skittles, Wrigley\u2019s Extra, PepsiCo, Hostess, Lockets, Squirrel, and Danone.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Read more about our work <a href=\"https:\/\/straightforward.design\/brand-work\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. Mike Foster, founder and strategic creative director at Straight Forward Design, asks how brands can step into the breach.<\/p>\n","protected":false},"author":7,"featured_media":5171,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-5170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>We Need to Talk About Trust | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/we-need-to-talk-about-trust\/5170\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We Need to Talk About Trust\" \/>\n<meta property=\"og:description\" content=\"From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. 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