What Are the Top Drivers of Brand Trust Among Global Consumers?

What Are the Top Drivers of Brand Trust Among Global Consumers?

by Matt Sonnhalter, Vision Architect

Fewer than one-quarter of consumers in the U.S. feel they are more in control of their data than they were a year ago

Today, trust can make or break a brand’s reputation. 74% of people drive their brand trust on “respects and protects customer’s data, privacy and security.” This is according to a recent survey from Morning Consult, which analyzed the important elements of brand trust.

The survey looked into 15,000 global consumers in 15 markets in March 2021 and shows us what drives trust among global consumers.

The main drivers of trust come from:

  • Functional
  • Experiential
  • Social
  • Emotional

Here are some key highlights from their survey:

Based on the survey, we can see that at the top we have emotional drivers like, “protects my personal data.” While on the other end, the other top drivers for brand trust are more product-related such as:

  • Good value for the price
  • High quality
  • Products or services that work as advertised

It’s clear that experience and customer service contribute to one’s brand trust.

How does your brand/company perform against these Top 10 drivers?

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4 Areas Of Expertise To Ensure Social Media Success for B to B Marketers

We all want to do our best when it comes to social media, and I find I’m always looking for suggestions and processes that can help me improve my end product. One of the ways I stay in touch and hopefully ahead of the curve is to follow industry leaders. Their insight and expertise is very valuable to me.

One such leader is Jason Falls who has a blog called Social Media Explorer. Jason recently posted The Four Spheres of Social Media Strategy, which focuses on the key areas we need to keep our focus on.While each of these four areas are important by themselves, the impact to a social program comes when they overlap. Here are some highlights of the circle:

  • Brand Intelligence – This is pretty straightforward. You need to know and understand what your brand is and stands for.
  • Consumer Insights – This revolves around the customer, profiling and audience research are two examples.
  • Community Behavior – You need to know and understand how people interact. Is Twitter a better way to communicate to them or is Facebook?
  • Tools & Platforms – You need to have an understanding of the tools and options out there to best promote your brand.

The key is to keep your eye on the ball and focus on elements such as Jason has outlined. Jason, thanks for your insights.

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