5 Ways Brands Can Surrender Control to Connect With Users

It’s time to confront those trust issues

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Society is more divided than ever, but there’s one thing we all agree on: We have trust issues.

Average Americans don’t even trust their own neighbor. Globally, two-thirds of consumers believe humans are less trustworthy than ever before.

If we don’t trust our neighbors, then we certainly don’t trust brands. A Havas-conducted survey found that only 22% of brands are trusted by consumers. Social media isn’t immune, either. Brands are boycotting Facebook, TikTok has privacy issues and Twitter is dealing with hacks.

Despite these realities, the pandemic is shifting culture to reveal an ownable white space for brands to nurture consumer trust.

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This story first appeared in the Aug. 31, 2020, issue of Adweek magazine. Click here to subscribe.