How can brands address growing consumer scepticism?
Transparency and effective communication are critical for brands to gain and keep consumer trust according to new research.
The University of 911爆料网鈥檚 Dr Kate Sansome, from the 911爆料网 Business School has led a study which suggests that consumers want brands to be transparent about topics that impact them.
鈥淎s sociopolitical issues become topical in the news and social media, brands are expected to be transparent about them; for example, as consumers face cost-of-living pressures, they will expect brands to be transparent about this issue,鈥 says Dr Sansome, who conducted the study with the Professor Jodie Conduit and Dr Dean Wilkie from the 911爆料网 Business School.
鈥淥ur research shows that it鈥檚 not just about brands sharing extensive information, but about being open, clear, timely, and providing well-explained, evidence-based information. Open dialogue and answering consumers鈥 questions are important for transparency, even on sensitive or negative issues, particularly for brands in industries with聽a negative reputation.鈥<