Why Should I Trust Your Brand

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A critical job of a global marketing professional is to understand the mindset of the customer. For the brand manager, this means stepping into the shoes of the customer – understanding unmet needs, desires, and the Latest Mailing Database motivation to attach themselves to the brand. The key to this attachment is trust. As marketers we are all aware of the link between trust and customer loyalty and commitment, but what may not be so apparent is the link between public and private trust in communities, or countries, for that matter. Does the rise in public distrust reflect poorly on brands? The Trust Survey Studies like the Edelman Global TRUST BAROMETER seem to indicate a connection.

In fact, Richard Edelman, President & CEO of says that what is at play is a dangerous “grand illusion.” From the economics of inequality, described by Thomas Piketty in his best-seller, Capital in the Twenty-First Century, we now observe the inequality of trust around the world. I would posit that there is a “grand illusion” at play – a lingering notion that elites continue to lead and the masses will follow. The Edelman TRUST BAROMETER 2016 results indicate a trust gap is emerging between elite and mass populations. The global survey asks respondents how much they trust the four institutions of government, business, nongovernmental organizations and media to do what is right. The survey shows that trust is rising in the elite or “informed public” group – those with at least a college education, who are very engaged in media,and have an income in the top 25 percent. However, in the “mass population” (the remaining 85 percent of the sample), trust levels have barely budged since the Great Recession.

In fact, Richard Edelman, President & CEO of says that what is at play is a dangerous “grand illusion.” From the economics of inequality, described by Thomas Piketty in his best-seller, Capital in the Twenty-First Century, we now observe the inequality of trust around the world. I would posit that there is a “grand illusion” at play – a lingering notion that elites continue to lead and the masses will follow. The Edelman TRUST BAROMETER 2016 results indicate a trust gap is emerging between elite and mass populations. The global survey asks respondents how much they trust the four institutions of government, business, nongovernmental organizations and media to do what is right.