Identifying the needs and values of their customers can help brands build trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2020, 5:14 PM UTC

With Corporate social responsibility accounting for 40% overall reputation, CSR is a priority for many brands.

The growing demand for corporate responsibility amid COVID-19 provides brands with an opportunity to foster trust among consumers. Consumers are actively looking for brands that not only treat people equally and but also respect them.

While expertise and responsibility are the basis of consumers’ trust and brands must be associated with these terms in the customer’s mind to outperform their competitors. However, as per BrandZ’s new model of trust, adding identification, integrity and inclusivity to the equation, can help even new brands like Uber build trust.

Marketers must identify the needs and values of consumers, operate with integrity and honesty, and create all-inclusive campaigns to build trust among consumers. Being sincere, empathetic and be consistent in core values can bolster corporate reputation.

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