The values that advertising and marketing portray have changed the way we think and feel about ourselves, our lives and what we consider important. As marketers we play with, and try our best to change, what is trusted and distrusted in order to persuade the consumer to buy from us.
The trouble is that our consumer, with greater access to information than ever before, is starting to see behind the messages, and often they don’t like what they see. They are becoming more empowered, more demanding and raising the bar. As they peer behind the messages into the companies generating them they are rapidly concluding that they can’t trust businesses, their brands, their advertising and above all their motivations.
The Result: either costs will increase as we have to try harder to persuade and reduce prices as everything commoditises and all markets become zero loyalty as consumers assume that all businesses and brands are as bad as each other.
The Challenge: to move our businesses and the brands that represent them towards a more sustainable, better model. To challenge ourselves as marketers to take on the responsibility not just for driving sales but commit ourselves and our brands to building positive social capital and through this finally regain trust.
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