Page 17 - dissertation flip book

Edelman’s Trust Barometer (2020) exhibits the idea that people today grant their trust based on two distinct attributes: competence and ethical behaviour. People trust businesses to be competent and yet not ethical this can be reinforced by a survey which showed that 76% of people do not trust high street brand’s to do the right thing ethically and morally Survey Monkey (2020) Appendix 2.
“Sometimes I see I think I really like that top but that retailer doesn’t really sit back with what I believein.”PRProfessionalfromamajorhighstreet
brand. A majority of consumers are more interested in a brands values and are aware of where their money is going when they buy a product from a brand. However this can be seen as limited as some businesses have become more advanced than others at portraying the idea of being more ethical than they are, “To lie to someone is to lead them to act in a manner they wouldn’t have had you told them the truth.” Sissila Bok as reiterated in Thomas Bivin’s Mixed Media (2003).
“There is an alarming trust inequality” Edelman’s trustbarometer(2020),“Businessesmusttakethe
lead on solving the trust paradox because it has
the greatest freedom to act.” The importance of acting on improving trust between businesses and consumers strengthened by the millennial consumer care around certain subjects such as “misconduct and slavery” PR Professional 1 of major high street brand. Limits to this argument include misconduct and slavery although still important issues are not the most current of 2020 compared to social issues such as Black Lives Matter and the pandemic as a whole. However this view does help us understand the reaction that consumers expect from brands.
WHAT IS CONSUMER TRUST?