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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