how to win consumer confidence in a cynical age
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Trust is the New Black
How to Win Consumer Confidence in a Cynical Age
Diana Verde Nieto 8th April 2014
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DO YOU TRUST ME?
• I founded a charity that builds schools • I support Manchester United • I pay all my bills on time • I launched three businesses • I’ve never finished a diet • I never buy the Big Issue • I’ve run six marathons
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WHY DOES IT MATTER?
Trust = Money, honey
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MILLENIALS BELIEVE THE PURPOSE OF BUSINESS IS TO:
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THE CHALLENGES THAT FACE SOCIETY AND DEMAND THE ATTENTION OF BUSINESSES
Deloitte – The Millenial Survey 2014
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(SOME) BRANDS ARE TRUSTWORTHY
• Have a Social Mission • Do Social Good • Increase Social Impact • Reduce Environmental Footprint • Innovate • Care about their communities (internal and
external) • Improve people’s lives
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DO YOUR CONSUMERS TRUST YOU?
70% of consumers trust brand recommenda2ons from friends – only 10% trust adver2sing
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TRUST DON’T LIVE HERE ANYMORE…
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16 ATTRIBUTES TO BUILD TRUST
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THE TRUST FORMULA
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ALLOWING YOUR CONSUMERS TO SAY ‘I TRUST YOU’
Imagine if you had a 3rd party certificate that allowed your consumers to tell you and everyone else that they trusted you…..
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Technology is unlocking people’s sense of their own power and harnessing it for good
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