Saturday, March 28, 2020
Brand Awareness

How Consumer Perspectives on Marketing Changing: 2019 Edelman Trust Barometer

Consumers are losing trust in traditional authority figures and institutions. “More recently, people have lost confidence in the social platforms that fostered peer-to-peer trust,” says Richard Edelman, president and CEO of Edelman, who conducts the annual Edelman Trust Barometer. According to the study, in a surprising twist people are trusting their employers as the most trusted institution. People have lost confidence in social media that in the past had fostered peer-to-peer trust. For marketers, there is a push for more social responsibility- in other words balancing money-making operations with activities that benefit society at local, national and even at a global scale. Social responsibility in marketing means focusing on attracting consumers who want to make a positive difference with their purchases. As a result, many companies have begun to adopt socially responsible elements in their marketing strategies as a means to help a community via beneficial services and products. According to Edelman, companies will heed the call “to build trust from the inside out with employees as the focal point.”

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