The Squeeze on Brand Trust: New Study Reveals Stark Erosion of Women’s Trust in Media and Brands

text of TRUST on cubesBrands Don’t Live Up to the Promises They Make in Marketing & Advertising

In an era of fake news, media bashing and authenticity-challenged branding, distrust has become the collateral damage of an increasingly skeptical societal landscape. New research reveals that more than 80 percent of women claim to distrust the news media, citing “inadequate fact checking” and “political bias” as the primary causes. And brand marketing didn’t fare much better—when asked about their trust in advertising, the response was similarly distrustful: 80 percent of women say they don’t trust ads.

In a study of over 2,100 women nationwide, influencer company for women SheSpeaks and marketing-to-women firm Womenkind set out to understand how significant the trust deficit is among women, and what impact it has on brand perceptions and loyalty.

“Persistent negativity in politics and the media is creating a loss of faith among consumers,” said Kristi Faulkner, president of Womenkind, in a news release. “Brand messages are viewed through a skeptic’s lens, and brands have to work harder than ever to be perceived favorably.”

The main reason brands are not trustworthy, according to 61% of women, is that they don’t live up to the promises they make.

However, women are convinced that social media keeps brands honest, as it has emboldened consumers to speak their minds about brands. 88% of women believe that companies can’t get away with as much as they would like to these days because of it.

“The ability to go public immediately with a bad customer service or product experience gives women a powerful sense of reassurance that brands will act in good faith because they will be called out if they don’t,” said Janie Curtis, strategic director at Womenkind, in the release.

Indeed, 79% of women say that the demonstrated commitment to doing the right thing drives a brand’s trustworthiness.

The survey also revealed that women are not likely to trust a company or brand just because of its longevity. Whereas 44% of women surveyed said that they were more likely to trust companies that had been around a long time, almost twice as many (71%) said that the use of quality ingredients and the production of quality products lead to greater trust levels.

“Our study’s findings are good news for young or emerging brands who have quality products to offer female shoppers,” said Aliza Freud, CEO of SheSpeaks, in the release. “Women are much more likely to purchase a brand that is transparent with product ingredients vs. one that has just been around for a long time.”

Women also say trust matters to them more than it does to men, and only 1% believe that it matters to men more.

Women offered five ways companies can increase the trust women have in their brands. Not surprisingly, #1 is to live up to their promises and prove themselves worthy of a woman’s trust. Providing good customer service, using quality ingredients, treating employees well and transparency were the others.

The Women & Trust Survey was fielded online between February 1-3, 2017 with a nationally represented sample. More than 2,100 members of the SheSpeaks community participated.

Source: PR Newswire; edited by Richard Carufel

  • Heather Trautman

    Fake news and media trust is a hot topic right now. I enjoyed how the blog post focused on who women were trusting in the media. With the current political climate I think addressing media trust and news accuracy is crucial to keeping the public correctly informed. I enjoyed this topic and look forward to reading future posts!

  • People buy for people. Brands aren’t people. Well worth whatever effort it takes to connect, listen and engage with the people that make your brand possible.

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