Quarter of Australians will willingly share their data if they trust a brand

While three-quarters of marketers rely on customer experience to engender consumer trust and loyalty as a natural extension, more than half of Australian consumers have abandoned one or more brands over the past year because they did not live up to customer experience promises according to Adobe’s 2021 Future of Marketing research.

Duncan Egan, vice-president of marketing for APAC at Adobe, says: “What we found is that, for many Australian consumers, trust in a brand is intrinsically linked to their data – how, when and for what purpose it is collected and used, and whether they have given consent or have any control over how it is used. For Australian marketers, the upshot is that consumer data and trust has never been so entwined and, as a result, able to immediately impact a brand’s bottom line.”

What the research found

  • Australian consumers ranked the most important actions brands can take to earn their trust. These are: asking permission to collect and use their data (47%), being open and transparent about how their data is used (41%) and giving them complete control of their data (38%).

  • 71% of Australians say they will buy more from a brand they trust, 66% will make a positive recommendation, half will join a brand’s loyalty program and 45% will post a positive review online.

  • Trust in a brand is rising in importance and will lead to 24% of Australians willingly sharing their data, with consent, for a better, more personalized customer experience and offers.

  • When consumer trust is broken, 76% say they will immediately stop purchasing or recommending a brand, 71% will unsubscribe and opt-out of all communications and interactions, 44% will request a refund, and 28% will post a negative review online.

  • When asked for examples of what would violate their trust, almost half (48%) of consumers said when brands are ‘creepy’ – such as tracking their mobile devices without permission or sending emails, texts and communications when consent is not provided.

  • 41% said brands not listening, such as sending ads or communications when they have opted-out, would violate their trust, and 38% said when brands ‘are annoying’ – which could be sending too many communications or burying privacy policies so they are hard to find.

  • When it comes to building trust, consumer expectations aren’t complex. First and foremost, they want brands to ask permission to use their data (47%) and be transparent about how it’s being used (41%).

  • One-third also want control over how their data is being collected and monetized. This aligns with what most Australian marketers are doing to give consumers control over the data they share, clearly explaining the benefits they will receive and providing the tools for customers to adjust their privacy settings.

  • 68% of marketers said they are being open and transparent about how they use consumers’ data, 64% saying they ask for permission to use data and 57% believing it’s important to give consumers control over how data is used.