A new study released by SheSpeaks, an influencer company for women, highlights significant distrust that currently exists between women and brands.
The survey, which over 2,100 women nationwide participated in, found that 80% have a distrust of ads. For 61% of respondents, their distrust is due to the belief that brands don’t live up to their promises.
Yet, 88% of those surveyed do believe that social media is helping to keep brands honest. The access and transparency that social media empowers consumers with a sense that they can hold brands accountable for their actions.
For brands, this highlights a clear need to focus on social as a channel that not only promotes your brand and products but develops a responsive relationship with your customers and prospects. In fact, 79% of the women surveyed stated that a demonstrated commitment to doing the right thing helps drive a brand’s trustworthiness and, often, social media is the best way for a brand to communicate and reinforce that commitment.
Another interesting stat from the survey was that longevity does not guarantee trustworthiness. Only 44% said they would be more likely to trust a company that had been around for a long time. More important to building trust was a commitment to quality ingredients/materials (71%).