This is how consumers will choose brands in the future
Currently, trust is second only to price when it comes to whether or not to support a brand.
Be honest - which of these brands do you personally trust at the moment?
- TikTok
- SAA
- Vodacom
- Cell C
- Steinhoff
- Superbalist
According to research from Edelman - trust is set to become the most important factor when it comes to whether or not consumers will choose to buy from a brand in the future.
In South Africa, 73% of respondents agreed with the statement that 'brands need to ensure that their organisations are racially representative.'
![](https://cherryflava.com/content/images/2020/06/Screenshot-2020-06-25-at-14.38.35.png)
Currently, trust is second only to price when it comes to whether or not to support a brand.
![](https://cherryflava.com/content/images/2020/06/Screenshot-2020-06-25-at-14.40.52.png)
So how can brands earn the trust of consumers in the future?
The answer lies in a heart-felt commitment to solving problems.
If you are able to stay true to virtuous societal norms and rather than simply making profit for shareholders, you actually endeavour to make a positive contribution to society - you will be justly rewarded with loyalty and long-term brand trust.
![](https://cherryflava.com/content/images/2020/06/Screenshot-2020-06-25-at-14.43.56.png)
Brands that are making a stand and speaking out against racism and discrimination will most probably be viewed in a more favourable light, but only if their position on these matters is sincere.
You can access the full report from Edelman here.