In another survey (PDF
), conducted in Spring 2020, 58% in the US say that brand response to racial injustice is important in earning or keeping trust. For those brands that issued statements on racial injustice, 63% of US respondents agree that they need to follow up with concrete action or else be seen as exploitative.
And in a third survey
conducted in June 2020, 87% say that transparency in sourcing is important in making a purchase decision. Tagging along with this is a need for trust in a seamless shopping experience, price, brand and safety in products.
People are still purchasing but they’re paying attention to where they’re spending their money. I realize that a marketing spin is oftentimes needed to sell a product or brand. However, spin too far out with promises you can’t keep and watch that trust erode away. This applies internally, too, or you might see a walkout like this one