How to avoid the trust crisis
Consumers don’t trust less today. They’re just better at calling out inconsistent, unclear and inauthentic material when they see it, argues Crisis Shield’s Allan Briggs.
New data suggests the global ‘crisis of trust’ may have paused and that a handful of Australian organisations know how to buck the anti-establishment trend.
Organisations immune from this crisis have successfully delivered consistent, clear and authentic messages in their quest to give consumers value for money. This is the model for trust to follow.
Trust is an essential part of communications. Without it, your target audience will treat your messages with scepticism, or ignore them for a competitor. For this reason, the global ‘crisis of trust’ in public and private institutions is seen by marketers as their problem.
