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Just over a third of consumers trust brands, say Clear Channel and JCDecaux

Clear Channel and JCDecaux have found two thirds of UK consumers distrust brands

Brands are facing renewed impetus to rebuild consumer trust following the publication of a damning new survey carried out by OOH media platforms Clear Channel and JCDecaux.

The research found that a scant 34% of 1,000 consumers quizzed had trust in the brands they used, despite 81% averring that trust is a deciding factor in purchase decisions.

Rebuilding trust

  • To claw back lost trust from consumers, the research highlights the attributes to which consumers attach the greatest value, namely quality (76%), value for money (72%) and transparency (61%).

  • Brands wishing to curry favor with consumers may also wish to implement fairer pricing and remove hidden costs, with 61% and 60% of consumers singling out these aspects.

  • By contrast, other links in the product to consumer chain were less valued with social responsibility (56%); environmental sustainability (56%) and ethics (55%) all dropping to the bottom of the top ten list.

  • Another factor to consider is the tepid enthusiasm for influencers and public figures depicted in advertising, with just one in five stating that they would be more inclined to trust a brand that employed a familiar face.

  • Such findings suggest brands would be well advised to weigh up such responses in future advertising and messaging.

Consumers ‘bombarded’

  • Warning of the challenges inherent to re-establishing trust in a chaotic media environment, Clear Channel UK’s joint MD Richard Bon said: “With most of the western world having spent much of the last twelve months in lockdown, consumers have been bombarded with a seemingly endless stream of news, messaging and advertising..."

  • “With such volumes of content, it can be hard for consumers and brands alike to understand what works best and what to trust.”