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

By John Glenday | Reporter

Clear Channel UK

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March 24, 2021 | 3 min read

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.

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

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.

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  • 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.”

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