In a constantly changing world, where consumers face pressure on a wide range of issues—from health and the economy to various challenges and rights—consumers are demanding more and more from brands. The Trust Barometer Special Edition Study, conducted by Edelman—a communications firm whose Portuguese affiliate is EDC—notes that consumers are increasingly seeking ongoing engagement after the point of purchase and that their need for trust grows alongside feelings of vulnerability.
The purchase encourages consumers to look more closely at the brand. 79% of consumers only discover what connects them to a brand and build a relationship of trust after their first purchase. The purchase has thus become an endless cycle of interaction between brand and consumer.
More than two-thirds of consumers determine, through their interactions with brands, whether they consider the brand competent; 51% assess whether the brand meets their ethical standards and whether the brand aligns with their lifestyle and identity.
Richard Edelman, CEO of Edelman, notes that “today’s purchasing behavior is too dynamic, and the purchase is no longer the end point, but the beginning of an ongoing relationship with the consumer.”
The report also concludes that Generation Z values trust the most: 79% of Generation Z say that trusting the brands they choose or use is more important now than it was last year—the highest percentage compared to other generations—and that this generation influences the rest of the generations.
68% of respondents say they are influenced by young people regarding where and how they shop, which is a 7-point increase from last year.
This urgent need for trust is expected to continue growing across generations.
Expectations of brands have changed. One reason for this is the crises of recent years, which have led consumers to seek security and base their brand choices on their personal values.
For trust to grow, brand managers must be aware of consumers’ challenges and concerns, address them specifically, communicate social initiatives credibly, and back up their words with actions.
Other findings from the 2023 Edelman Trust Barometer—Special Edition
- According to consumers who interact directly with brands, these interactions show that a brand can be trusted to be competent (70%), ethical (60%), and relevant (59%).
- Consumers are more likely to support purchasing brands that they agree are taking action on issues such as improving access to healthcare (7 times more likely), addressing climate change (5 times more likely), and combating racism (4.5 times more likely).
- Consumers say that brands’ attempts to engage with them usually backfire when they feel the interactions lack relevance (76%) or authenticity (51%).
The full version of the 2023 Edelman Trust Barometer—Special Edition is available here.
