Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "trust-based marketing"
- A massive study of political consumers explains why Conservatives are more satisfied with their choices -- because they believe they are.
- Consumers and brands have different views about the building blocks of trust, Deloitte Digital and Twilio report.
- An Ipsos study, however, shows ad exec trust ranks lower among U.S. consumers than worldwide.
- The attributes will allow businesses to demonstrate how their brand values align with the values of their customers, and show their companies are inclusive.
- Nearly half of consumers say they're "unlikely to buy products or services from companies not aligned with their political views."
- National news is at a 58% trust level, down from 76% in 2016. The best results are from local news outlets.
- Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy," "relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
- Trust in Joe Biden's media brand has slid from his initial post-election bounce, but remains above water with more than half of Americans surveyed this month by Brand Keys indicating they trust his brand.
- More than half of Americans have observed a rise in fake and/or "toxic" user-generated content on social media since the COVID-19 pandemic began in March 2020, and much of it is causing "trust issues" with brands they see adjacent to it. That's the finding of a study of 1,000 Americans familiar with the definition of user-generated content that were surveyed by customer experience management firm Telus on June 7 using Pollfish.
- This week's Lions festival demonstrates brands are taking on -- and in many cases solving -- problems that governments, NGOs and other institutions cannot.
- Given the potential conflict between trust and profit, is trusting a corporation a lost cause?
- After reaching an all-time high of 77% when it released its last global study in 2019, the percentage of brands consumers say they can live without has declined to 75%, according to the 2021 edition of Havas' every-other-year "Meaningful Brands" study.
- Some 36% of execs working with data base decisions on instinct, about 22% think their data investments aren't worth it and 1/3 say creating a data-driven culture is a challenge, according to a survey by Talend, which focuses on data integration and integrity.
- Asked whom they would prefer to share their personal data with in order to improve their consumer purchasing experience, a slight majority of Americans said their preference would be to share it with brands they trust. That's one of the findings of a new report from customer data platform BlueVenn, which conducted parallel surveys of panels of U.S. consumer sand brand marketers in February and also found a profound disconnect between consumers and brands in terms of the value of the media they use to interact.
- Upper-income households are more likely to trust brands with their personal data, GfK reports.
- While trust in most institutions has fallen following a year of the pandemic, economic crises and political turmoil, trust in media has fallen to all-time lows since PR giant Edelman began tracking it in 2012. The overall media industry currently has a "trust index" of 51, according to the just-released Edelman Trust Barometer 2021, ranking it last behind Business (61), NGOs (57) and Government (53) among major societal institutions.
- Advertisers today face many ethical issues beyond truth in advertising. Top brand attributes for building trust, love and loyalty include respecting privacy, standing for what consumers believe in, having similar ideologies, solving issues if products or services do not deliver as expected, being genuine and authentic, and delivering on promises made in advertising or marketing.
- As consumers and industry pros become more reliant on technology than ever, we're also losing trust in it.
- If you want to understand what institutions people truly trust, pose an existential threat. That, more or less, is what a year of the COVID-19 pandemic has demonstrated, and now that it is being brought under some semblance of control, some of those institutions are seeing their role as trusted information providers erode along with it -- especially media and brands.
- While the trust Americans hold in the major television news brands has generally trended downward following the U.S. presidential election, trust in the winner of that election -- President Joe Biden -- has surged to the highest point since being tracked by consumer research firm Brand Keys for MediaPost.
- One-quarter of consumers in a recent study bought counterfeit products, 36% saw fake ads or social posts, 41% saw fake websites, and 35% experienced fake social media accounts.
- Contrary to concerns that advertising in news content will create negative associations for a brand, it actually tends to make consumers trust and like brands more, and increases the likelihood they will take actions like recommending a brand, visiting its site or considering buying its products.
- The ARF's Third Annual Privacy Study explores shifts in consumer attitudes toward digital privacy, mobile vs. PC use, and trust in experts and institutions with COVID-19-related information.
- "Good is the New Cool" author Afdhel Aziz said pressure on companies "to not just talk the talk but walk the walk" drives them to step up to the plate.
- An August poll found 71% of college students are "absolutely certain" they will vote. Yet students lack confidence in the legitimacy of this election.
- A study in the "Journal of Applied Psychology" finds that email is "inauthentic," and not useful for expressing emotions.
- A report released this week suggests that nearly one-third of respondents want personalized ads and 30% like brands more when they personalize their ads. The way brands collect data is also important. When asked how brands can be more transparent about data collection, 35% of respondents said "being allowed to dictate data collection preferences."
- Companies like Amazon, Google and Microsoft that collect heavy amounts of information about consumers show high levels of trustworthiness, indicating that data gathering can coexist with consumer trust.
- New research from Edelman shows nearly two-thirds of consumers believe their countries won't even make it through the crisis without brands playing a critical role.
- Only 71% of people trust consumer brands and many trust them less than a year ago, especially 18- to 24-year-olds. When asked how their trust in brands has changed, 21% of these consumers said they have less trust in brands. The most stable group overall, 25 to 34 years old.
