Responsible Data Usage Underlies Consumer Trust In Brands

A survey produced by Adobe reveals brands that try to customize their advertising for individual consumers run the risk of being intrusive and “creepy.” Thirty-one percent of consumers said contacting them in a “creepy way” makes them distrustful of the brands. And ultimately, consumer trust has a direct effect on their purchase decisions of brands, with almost half (44%) of global consumers stating they’d spend $500+, and about a third stating they’d spend $1,000+ a year on brands they trust most.