Trust is no longer in your hands… social sources of trust like consumer reviews, blogs and message boards (28%) as well as friends, family and co-workers (27%) now rival traditional sources like certifications (40%) and media reports (31%) as consumers’ most trusted sources for determining whether a product is socially and environmentally responsible…
...Consumers’ least trusted sources include company advertisements (11%), films or documentaries (11%), company website or a company’s Facebook page (7%) and church, temple or other spiritual communities (3%).
This is interesting to read, but didn’t we already know that? Seriously, who do you trust? A corporation or your neighbor?
“Simply put, companies no longer own their brands. They are co-owned and co-created by consumers whose experiences, ideas and opinions are now shaping brand perceptions and trust…”
If brands are co-owned and co-created by consumers, shouldn’t the consumers creating the buzz be getting more than a coupon for their efforts? Think of the gazillions of dollars spent on creating advertising that is only trusted 11% of the time and the skimpy dollars given to bloggers and commentors (trusted 28%).
Isn’t it time companies put more of their money with the manicured hands feeding their bottom line with product-endorsing copy and less on ads that aren’t as effective? The Federal guidelines for disclosure are clear, an endorsement made under those guidelines isn’t any less honest when you trust the person to begin with.
Seriously, Mr. Corporation-that-is-a-person – help us, help you. Give women bloggers who are influencing how consumer cash is spent a bigger chunk of the marketing budget; help us understand the high standards and certifications your product has met; and let us work with you to co-create a safe and sustainable world.