People trust the brands with a Passionate Purpose

Insight

People trust the brands with a Passionate Purpose

In the era of social media and radical transparency it’s harder than ever to build consumer trust. The single most important way to do it is by establishing a clear and powerful passionate purpose and pulling the levers that bring it to life for people.

Evidence

In Brazil, the behaviour most highly associated to brand trust is having a Passionate Purpose. Across all sectors in the study there is a clear relationship between the brands with a visible, conviction-led mission and those that garner trust from their consumers.

Implication

When looking to build a trusted brand, it’s important to consider and answer the following questions when developing the brand’s communication strategy: What will it stand for? How is it committed to improving people’s lives? How will it impact society positively and how is the brand relevant both today and for the future?