The Squeeze on Brand Trust
1
WOMEN AND THE CURRENT TREND OF DISTRUST I trust companies and brands less than I used to. So many companies have leſt their integrity behind for the quest for the almighty dollar. 80 % of women say they don’t trust advertising 61 % of women don’t trust brands to live up to their promise THE Squeeze On Brand Trust WOMEN ARE LOSING TRUST IN THE MEDIA BRAND TRUST IS ERODING TOO News has become more like entertainment than information within recent years. Almost half of women have very little trust in the news 79 % of women say that they don’t trust politicians Prevalence of ‘fake news’ 81 % 81 % 75 % Focus on money/ratings vs. truth Why? 42 % 91 % of women say the most trusted news source is public broadcasting Political bias Inadequate fact checking 72 % ” ” Friends are honest. No surprise women are 4X more likely to trust friends and family than advertising. Social media makes it easier for me to talk about brands. 44 % say the company’s longevity matters 71 % say the quality of a company’s product What drives trust among women? of women believe that their reviews and feedback help to keep brands trustworthy 88 % ” ” 79 % of women say that a brand’s commitment to doing the right thing can help to make that brand more trustworthy. I like to stick to organic and natural brands because they are more transparent. THE MORE TRANSPARENT THE COMPANY, THE MORE TRUSTWORTHY IT IS of women say that they trust packaged goods (due to labeling and more natural ingredients) 73 % who say that they trust automotive companies 51 % VS who trust healthcare companies 50 % & ” Financial services is the consumer category most distrusted by women. ” ” The Top 5 Ways Women Say Brand Marketers Can Build Trust Live up to your promises and prove it Provide good customer service Use quality ingredients, make quality products Treat your employees well Be transparent about your business practices 73 % say living up to their promises ” A national study conducted by and Women value trust more than men. Only 1% believe trust is more important to men. The Women & Trust survey was fielded online between February 1-3, 2017 and 2100 members of the SheSpeaks Community responded. About Womenkind: Womenkind helps brands and businesses identify the key criteria the will drive category purchasing behavior and translate that knowledge into business generating marketing and brand development ideas: http://womenkind.net/ For more information: [email protected] About SheSpeaks: SheSpeaks is an influencer marketing & media company. Through our proprietary influencer platform, we work with influencers and brands to create & amplify content: http://shespeaksinc.com/ For more information: [email protected] 1 2 3 4 5 ” Women believe their voices make a difference. ”
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Transcript of The Squeeze on Brand Trust
WOMEN AND THE CURRENT TREND OF DISTRUST
I trust companies and brands less than I used to. So many companies have left their integrity behind for the quest for the almighty dollar.
80%of women say they
don’t trust advertising
61%of women don’t trust brands
to live up to their promise
THE Squeeze On Brand Trust
WOMEN ARE LOSING TRUST IN THE MEDIA
BRAND TRUST IS ERODING TOO
News has become more like entertainment than information within recent years.
Almost half of women have
very little trust in the news
79 %of women say
that they don’t trust politicians
Prevalence of ‘fake news’
81 %81 %
75 %Focus on money/ratings vs. truth
Why?42 % 91 %
of women say the most trusted news
source is public broadcasting
Political biasInadequate fact checking
72 %
”
”
Friends are honest.
No surprise women are 4X more likely
to trust friends and family than
advertising.
Social media makes it easier for me to talk about brands.44%
say the company’s longevity matters
71% say the quality of a company’s product
What drives trust among women?
of women believe that their reviews and feedback help to keep brands trustworthy88%
”
”
79% of women say that a brand’s commitment to doing the right thing can help to make that brand more trustworthy.
I like to stick to organic and natural brands because they are more transparent.
THE MORE TRANSPARENT THE COMPANY, THE MORE TRUSTWORTHY IT IS
of women say that they trust packaged goods
(due to labeling and more natural ingredients)
73%
who say that they trust automotive
companies
51%VS
who trust healthcare companies
50%&
”
Financial services is the consumer category most distrusted by women.
”
”
The Top 5 Ways Women Say Brand Marketers Can Build Trust
Live up to your promises and prove it Provide good customer service Use quality ingredients, make quality products Treat your employees well Be transparent about your business practices
73%say living up to their promises
”
A national study conducted by and
Women value trust more than men. Only 1% believe trust is more important to men.
The Women & Trust survey was fielded online between February 1-3, 2017 and 2100 members of the SheSpeaks Community responded.
About Womenkind: Womenkind helps brands and businesses identify the key criteria the will drive category purchasing behavior and translate that knowledge into business generating marketing and brand development ideas: http://womenkind.net/ For more information: [email protected]
About SheSpeaks: SheSpeaks is an influencer marketing & media company. Through our proprietary influencer platform, we work with influencers and brands to create & amplify content: http://shespeaksinc.com/ For more information: [email protected]
1 2 3 4 5
”Women believe their voices
make a difference.
”
![Brand Trust Scale[11]](https://static.fdocuments.us/doc/165x107/577cc07f1a28aba711905298/brand-trust-scale11.jpg)
