Trust is essential in today’s consumer landscape, with a staggering 88% of global consumers stating that a lack of trust in a brand is a dealbreaker when deciding to purchase a product or service, according to Edelman. However, building trust is a multifaceted challenge requiring attention to consumer data protection, thoughtful partnerships, and advertising through reliable channels. Five key statistics offer marketers actionable insights for fostering trust and enhancing consumer relationships.
1. Protecting Customer Data: A Top Priority
According to PwC, protecting customer data is the most critical factor in earning consumer trust globally. Security measures are no longer sufficient just to prevent hacks or breaches; brands must also use consumer data responsibly. While data segmentation and personalization are valuable for marketing, they must not feel intrusive or overstep boundaries. Ads that provide helpful suggestions rather than overly personal targeting resonate better with consumers. Brands can build trust by demonstrating transparency in how they handle consumer data, offering opt-in choices, and ensuring data use aligns with consumer expectations.
2. Choosing Trustworthy Platforms for Advertising
Trust extends to the platforms where brands choose to advertise. A survey by All About Cookies revealed that Amazon is the most trusted major tech company, with 59% of US adults trusting it with personal data and 54% with financial data. This positions Amazon as a favorable platform for advertising, especially compared to less trusted platforms like TikTok and X. Other trusted platforms include Google, Netflix, and Microsoft, providing marketers with a roadmap for selecting channels that inspire consumer confidence. Advertising on high-trust platforms can amplify a brand’s credibility and improve consumer receptiveness.
3. Leveraging Credible Marketing Formats
Different ad formats evoke varying levels of consumer trust. EMARKETER found that 61.9% of US consumers trust video ads at least some of the time, making it the most trusted format ahead of sponsored content, affiliate ads, targeted ads, and banner ads. This trust in video ads opens opportunities for brands to use them effectively. Sponsored video content, especially when combined with influencers, can strike a balance between entertainment and credibility. By blending formats into cohesive campaigns, marketers can increase engagement while reinforcing consumer trust.
4. Social Media: Balancing Reach and Skepticism
Despite its vast reach, social media is a double-edged sword for brands. A survey by AfterShip and Ipsos found that 52% of US consumers don’t trust social media platforms. While consumers spend nearly 18% of their digital media time on these platforms, they remain cautious of the ads served there. To counter this, brands can focus on creating a strong organic presence and encouraging user-generated content. These approaches foster authentic interactions, making consumers more likely to engage with the brand and trust its messaging. Maintaining transparency and avoiding over-reliance on paid ads can help bridge the trust gap.
5. Addressing Consumer Concerns About AI
The rise of AI in advertising introduces both opportunities and challenges. According to EMARKETER and CivicScience, 36% of consumers don’t trust AI-generated search results at all, while 44% trust them at least a little. For brands leveraging AI, ensuring accuracy and reliability in AI-generated search results is paramount. Missteps in this area can erode trust and damage credibility. As AI adoption grows, consumers’ comfort with the technology is expected to improve, but brands must proactively demonstrate the value and dependability of AI-driven solutions.
Broader Implications of Building Trust
The statistics emphasize that trust-building is not limited to any single factor but requires a comprehensive approach. Consumers expect brands to prioritize data protection, use credible platforms, and communicate authentically. Trustworthy advertising formats like video ads and influencer partnerships can enhance engagement, while integrating transparency into all aspects of brand activity fosters long-term loyalty.
Furthermore, as CTV and AI evolve, the potential for blending entertainment with shopping experiences grows. QR codes and AI-driven personalization offer innovative ways to engage consumers directly from their screens. However, these technologies require careful implementation to avoid alienating audiences. The same principle applies to social media, where authentic brand interactions can counteract the skepticism surrounding ads.
The challenges in programmatic advertising, particularly in the debate over “curation,” reflect the broader difficulties of navigating consumer trust. While curation offers the promise of more targeted advertising by using first-party data, it also risks becoming another cost layer without delivering significant value. The lesson for marketers is clear: trust must be built consistently, through meaningful engagement and a commitment to consumer priorities.
Ultimately, trust is a cornerstone of successful brand strategy in today’s competitive landscape. Whether through secure data practices, authentic marketing, or leveraging trusted platforms, brands that prioritize trust stand to gain not just consumer confidence but lasting loyalty. For marketers, the focus must remain on meeting consumer expectations while embracing innovative ways to foster trust in an ever-changing digital environment.
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