Morning Coffee: In Us we Trust
The world around us is changing, and how we do business in this world also has to change.
It’s no longer just about having the right answers, it’s about having the right questions that will help us shape a future we can all participate in and be proud of.
Growth can’t happen at any cost – we need to consider how to achieve it in a way that brings everyone up, and leaves no one behind.
In a way, leaving no one behind is the key to sustainability. Your brand needs a sustainability story. And if you are wondering why that is important – the answer is easy. It’s a single word sentence. Trust.
Verb and noun, trust is perhaps our most important asset in terms of marketing, communications, content creation and business in general.
That’s because consumers today build trust with and prefer brands that do good. Consider Elderman research from 2019, 81% of global consumers rank brand trust as a buying consideration and that hadn’t changed from two years earlier. In fact, considering that back in 2017 52% of global consumers believed that a company’s effort to protect and improve the environment is important for building their trust the value of trust, the value of trust to a brand, as measured by consumer numbers, had grown 30%.
While American consumer behaviour is not necessarily indicative of the behaviour of consumers in other markets, it is interesting that in a CONE Communications report 79% of American consumers look for products that are socially or environmentally responsible. 87% would buy such a product if given the opportunity. That’s why setting an example and communicating about it is vital.
Therefore, strong messaging around what you are doing for people and the planet will go a long way in building trust and gaining loyal customers and brand ambassadors.
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