Brands + Trust: Hearts vs. Minds (Consumerology)

Consumerology tracks emotional vs. rational considerations for trust

Trust among consumers has headed in the wrong direction over the past five years, according to the latest Consumerology report commissioned by Bensimon Byrne. Marketers, take special note, the slide is more pronounced among women, whom we all know are the prime decision-makers in household spending: 54% are less trusting of companies versus 42% among men, according to the latest research. The good news is the slide isn’t deep and younger consumers are more likely to cut you some slack.

Click to expand

Methodology: The report is based on a survey of 1,513 Canadians proportionate in makeup to the broader population, in English and French, between Feb. 25 and March 3. It has a margin of error of +- 2.5% 19 times out of 20.

This story originally appeared in the May 2014 issue of Marketing, available to subscribers and on the iPad newsstand.

Consumer Articles

IAB study suggests Canadian ad blocking in decline

IAB Canada president sees a lot of potential in new stats on user expectations

What marketers need to know about housework (Study)

69% of Canadians think brands unfairly portray gender roles in the home

Local searches drive changes to Google’s ad offering

New formats and device-focused bidding for people - and advertisers - on the go

Dairy Farmers puts Canadians to bed

Nearly half of Canadians say lack of sleep affects productivity at work

The marketing blend behind Steeped Tea’s brand success

Tonia Jahshan left an agency but went on to create a loose-leaf empire

Molson Coors expands Mad Jack portfolio

Central Station campaign includes OOH, TV and online video

IKEA pop-up shop aims to debunk traditional food conventions

'It Starts With The Food' campaign launches in downtown Toronto

How ecommerce is eroding retail profits (Study)

U.S. findings are a harbinger of things to come for Canadian retailers

Sabra gives millennials a taste of new better-for-you products

Dip brand is hitting the road to hand out 300,000 samples