How Valuable Is Trust to Your Brand?

October 12, 2017

Trust and Brands

Over the last 12 months, three forces have combined to put the issue of trust at the top of the marketing agenda.

1. Institutional Trust

The 2017 Edelman Trust Barometer shows a crisis in trust across all institutions including: media, governments, businesses and NGOs.

2. Media Trust

Bombarded by "fake news," consumers are increasingly unsure of who to turn to. Trust in traditional media has also fallen to a new low, according to the Edelman Trust Barometer. For the first time "a person like yourself" is now considered as trustworthy as an expert.

3. Advertising Trust

Viewability, ad fraud and brand safety are top of mind for United States advertising professionals, according to Integral Ad Science's 2017 Top of Mind survey.

Why does this matter?

As Clayton Ruebensaal, Vice President, Global Brand Management, American Express says, “When you distil the metrics into what really matters, trust is the factor most closely associated with purchase intent. As trust goes up, purchase intent goes up.”

Businesses which don’t focus on engaging customers and building trust are putting their bottom line at risk.

So how do you start to build trust?

Our new eBook – "How Marketers Can Navigate Today’s Post-Truth Landscape" — presents the Five Pillars of Digital Trust, a step-by-step guide complete with actionable tips and checklists on how brands can re-engage with customers and strengthen online relationships.

Download the eBook now and discover how LinkedIn Marketing Solutions can help your organization build trust in our online world. Or visit our Currency of Trust content hub and learn more about how LinkedIn Marketing Solutions can help you rethink your own organization’s customer journey and connect you to the audiences and issues that matter most.