Gen Z doesn’t trust brands with its data

Digital trust—the confidence that bank customers have in their providers’ digital channels—is a precious commodity for banks. As competitive and cybersecurity threats abound, trust will be their advantage to lose.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

Sonika Malhotra, co-founder and global brand director of Love Beauty and Planet, speaks with eMarketer vice president of business development Marissa Coslov about the beauty brand’s marketing priorities, from building trust with its customers to making sustainability accessible.

Faced with a global pandemic, consumers leaned into certainty. Forty percent of shoppers said materials and craftsmanship earned their confidence in a brand.

In yet another sign that online reviews can make or break the path to purchase, June 2019 research from Trustpilot found that consumers would lose trust in a brand not only if they saw negative reviews—but also if the brand went one step further and deleted them.

In the latest episode of "Behind the Numbers," we're talking about consumer trust in brands and digging into data from a survey by data platform Jebbit. We're joined in the studio by Jebbit co-founder Jonathan Lacoste to discuss which brands have succeeded in winning customer trust, which have failed, and why.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna discuss if people are falling back in love with their TVs, if online video dating will work, why we can't (yet) trust the internet, brands building goodwill during the pandemic, the un-college movement, what the average person looks like and more.

eMarketer senior analyst Paul Briggs, principal analyst Mark Dolliver and senior analyst Bill Fisher discuss how trust in the media is changing in the US, UK and Canada. They then talk about brands repurposing sports budgets, the English Premier League considering a direct-to-consumer streaming service and how advertisers' messaging tone differs between countries.

Brand trust is no longer just about the quality and functionality of products; brands now have an obligation to prove that they are gathering customer data wisely. Acxiom shares four ways for marketers to build data trust.

The actions of brands during a crisis can make or break long-term relationships with consumers, according to the “2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.”