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

Abercrombie & Fitch ditches ‘sexualized’ marketing

Retailer tries to distance itself from controversial images started by former CEO

Pepsi eliminating aspartame from its flagship diet pop

Decision in response to customer feedback

Holt Renfrew expanding its downtown Vancouver store

Retailer ups its game as competition heats up in the luxury goods market

Struggling Sears partners with ‘The Great One’ on fashion line

As competitors up their fashion game, Sears partners with a retired NHL star

The rise of the flexitarian

Cheeseburger-loving flexitarians are driving a vegan boom—to the ire of some

Three challenges retailers face with limited-time partnerships

What retailers can learn from Target's sold-out designer collaborations

Nike Golf Canada teams up with Angus Glen

‘First of its kind’ retail shop opens at high-end golf course

Inside The Brick’s branding rethink

Retailer replaces "Nobody Beats The Brick" tagline with "Saving You More"