Find out why brands are building their business models around trust to ensure they are collecting consented first-party data and honoring their customers’ preferences

As a new bottled water brand on an already crowded shelf, education is essential for creating brand trust. Watch Industry Voices: Spotlight on CPG with Nirvana Water Sciences’ marketing director Alex Matos to hear how the brand’s marketing hinges on teaching the benefits of its infused spring water to prospective consumers.

Word of mouth trumps advertising: Intuit’s TurboTax massive deceptive ad settlement reflects a growing lack of trust consumers have in advertising.

Competition from fintechs and consumer brands is compelling leading banks and technology providers to revise their strategies. These fintechs and brands are scaling and evolving rapidly on top of banking as a service (BaaS) and open banking infrastructure. We’ve spoken with executives at financial institutions, fintechs, and vendors about how to thrive in an ecosystem that’s reshaping financial services.

FOMO (“fear of missing out”) has been a major factor fueling brand participation. While there are several competing visions of how the metaverse could materialize, a growing number of brands have boldly embraced the concept. Facebook’s rebrand to Meta in October 2021 unleashed a tsunami of hype and excitement, piquing strong interest among brands, followed by some subsequent backlash.

Safeguard consumer trust. As some fintechs falter, heavily regulated incumbent FIs could set themselves apart by acting unwaveringly in the best interests of customers, shareholders, and society. Insider Intelligence’s Banking Digital Trust Benchmark report shows how the top banks compare according to dimensions that shape digital trust—and this year’s upcoming report will include top neobanks.

Nearly 75% of executives say that since the start of the pandemic, they’re having a harder time establishing and maintaining customer trust. With the right knowledge, companies can effectively navigate today’s trust landscape.

Companies and brands hoping to win Gen Z’s loyalty and patronage must first overcome their significant trust issues. Just 42% of Gen Z said that they trust companies. This was lower than millennials (50%), though trust has fallen among both groups since 2018 (Salesforce). Only 48% of Gen Zers worldwide thought businesses were having a positive impact on society (Deloitte).

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.

On today's episode, we discuss how the pandemic changed the car buying customer journey and what BMW's digital experience is trying to achieve. We then talk about why online-only brands might need to do more to earn customers' trust, whether people want more—or less—human interaction when shopping, and what eBay's latest move says about the future of the retailer. Tune in to the discussion with general manager at Autogermana Andrés Fuse, eMarketer senior analyst Matteo Ceurvels, and analyst at Insider Intelligence Blake Droesch.

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.

Gen Z doesn’t trust brands with its data

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.

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.

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.”

While trust is a prerequisite for getting customers to grant access to their data, insurers that succeed have a positive impact on customers’ lives, further reinforcing trust. That behavioral data, in turn, helps insurers better understand their clients and influence their behaviors—another virtuous circle. For insurtech CMOs, the trust challenge is still greater.