Building consumer trust

Feb 28, 2022

Growing up, I was often told that it takes a lot of positive outcomes to build trust and a personal brand, but only one breach of trust to have it all slip away. The same principle applies to corporate brands and organizations, especially in this age of heightened consumer expectations around ESG principles. 

At the core of it all is brand authenticity. The 2021 Gustavson report showed that “values-based trust” (authenticity) has become a more important determinant of overall trust. In other words, authenticity is key to building confidence in your brand.

Fraud Prevention Month begins tomorrow. Its purpose is to increase awareness of fraud and promote confidence in the marketplace. Marketers are well-positioned to support this goal through authentic and truthful communications that help consumers make informed decisions, and improve their ability to recognize and guard against fraud. If someone tries to commit fraud in your organization’s name, but you have equipped your customers to recognize the warning signs, you can avoid the loss of trust that could dismantle years of investment in that relationship in the blink of an eye.   

Information in our Consumer Centre helps Canadians avoid fraud. Feel free to point to this resource during Fraud Prevention Month – and at any other time – to educate your customers.

You can also reach your customers by engaging with our social posts on fraud prevention throughout the month of March. If your organization is running a fraud awareness campaign, drop us a line and we will do our best to engage with your posts. 

P.S. Check out the latest episodes of our podcast CMA Connect to hear insights about the rapidly changing world of marketing from leaders like Mitch Joel, Jani Yates and Ron Tite.

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John Wiltshire

President & CEO Canadian Marketing Association




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