How to Win Consumer Confidence in a Cynical Age
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Transcript of How to Win Consumer Confidence in a Cynical Age
Trust is the New Black
How to Win Consumer Confidence in a Cynical Age
Diana Verde Nieto 8th April 2014
DO YOU TRUST ME?
• I founded a charity that builds schools • I support Manchester United • I pay all my bills on time • I launched three businesses • I’ve never finished a diet • I never buy the Big Issue • I’ve run six marathons
WHY DOES IT MATTER?
Trust = Money, honey
MILLENIALS BELIEVE THE PURPOSE OF BUSINESS IS TO:
THE CHALLENGES THAT FACE SOCIETY AND DEMAND THE ATTENTION OF BUSINESSES
Deloitte – The Millenial Survey 2014
(SOME) BRANDS ARE TRUSTWORTHY
• Have a Social Mission • Do Social Good • Increase Social Impact • Reduce Environmental Footprint • Innovate • Care about their communities (internal and
external) • Improve people’s lives
DO YOUR CONSUMERS TRUST YOU?
70% of consumers trust brand recommenda2ons from friends – only 10% trust adver2sing
TRUST DON’T LIVE HERE ANYMORE…
16 ATTRIBUTES TO BUILD TRUST
THE TRUST FORMULA
ALLOWING YOUR CONSUMERS TO SAY ‘I TRUST YOU’
Imagine if you had a 3rd party certificate that allowed your consumers to tell you and everyone else that they trusted you…..
Technology is unlocking people’s sense of their own power and harnessing it for good
[email protected] - + 44 203 582 3212
!www . p o s i t i v e l u x u r y . c o m !
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