PODCAST 3/6: The Trust Imperative

Summary

Why trust is now the most powerful purchase driver and how brands are failing to earn it.
Trust now sits just one percentage point behind price as a purchase decision driver. Trust is the third highest purchase influencer at 88% – behind quality at 90% and value for money at 91%. The gap is almost negligible.

So are brands getting better at earning it? The data says no.

In this session, Chris and Steve explore why the relationship between brands and people is fundamentally shifting – and what it means for how organisations communicate.

They cover:

• How customers are feeling overwhelmed by the volume of crises facing the world
• Why brands are only meeting 69% of their social media objectives and why the old playbook isn’t working
• The generational divide: what Boomers, Gen X, Millennials and Gen Z each need from a brand to trust it
• Why 79% of Gen Z say brand trust is a decisive factor in their buying decisions
• How the collapse of the traditional purchase funnel is changing everything

The Extraordinary Brand Framework™ is built around one key shift: stop measuring what people do and start understanding how they feel.

Download the whitepaper and research paper, or get in touch to find out what Brand Exospection® could mean for your organisation.