Education, Organisation, Encouragement

Trust Falls…Building Consumer Confidence


The recent SMB survey revealed consumer trust is a highly volatile area that needs constant attention and assessment. Amazon has continued to hold the number one position while Facebook has fallen to 20th position. While the reasoning behind the fall isn’t stated or explored the recent activity over the past year can link negative reports of fake news, unsolicited studies and user information violations could all be contributing factors.
Amazon, WordPress and LinkedIn were the only companies to maintain their position from the previous years’ survey, while companies that have a large social media presence and digital footprint were found in the top 20 companies. Consumers are not verified as being customers prior to the survey being undertaken, however, the perception of trust is influenced by those not only directly in contact with the companies but also those in the general consumer market.
Across 86 brands and 23,000 businesses; Social media and digital marketing were seen to be a more highly trusted brand in direct comparison to online presence and reputation sites such as Yelp and Yellow Pages Review. So does our willingness to incorporate social media into our lives make us more rightfully trusting of these companies or is our naivety fuelled by our desire to be liked and to seek satisfaction from instant information and entertainment? The general trends from the survey indicate that the same companies consistently led the leaderboards in popularity across the study in a one-year period. These companies all spend significant portions of their annual budget maintaining a presence on cross-platform digital marketing in order to maintain a positive public perception and hence build increasing brand trust. This study highlights the importance of ongoing brand marketing and the importance of public perception. The digital age is so heavily influential on the choices consumers are making, that their ability to influence the behaviour of brands as well as the behaviour of other consumers is growing at a rate incomparable to anything seen throughout history.
Top 10 Brands:
  1. Amazon
  2. WordPress
  3. Google
  4. Apple
  5. FedEx
  7. Stripe
  8. UPS
  9. Paypal
  10. LinkedIn
Leave us a comment below letting us know which of the top 10 brands you trust the most.

9 thoughts on “Trust Falls…Building Consumer Confidence”

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