As Chief Strategy Officer, I’m often thinking about how we can help our clients break through with their target audiences. Creativity and Innovation are parts of the formula, but to be truly successful, brands must be trusted by their consumers. The challenge? Data shows that there has been a decline in societal trust amongst Americans. Two-thirds report they don't trust each other and only 13% trust advertising and advertisers. For brands, the takeaway is clear. Building trust with consumers is non-negotiable.
So, how can brands do it? Here are six ways I've seen really work during my time at Tracy-Locke:
🤝 Engage in small trustworthy acts for consumers.
🔓 Don’t lock people into their choice.
🗣️ Don’t assume that consumers recognize your good acts – communicate them.
🧠 Be provocable when your trust is threatened as a brand.
💭 Show empathy for the distrustful – prove that you get them and say so.
✅ Be like your audience – don’t try to appeal to everyone at once.
What do you think helps build trust with consumers? I’d love to hear from you ⬇️