On 21st October, Front Foot hosted ‘The Power of Trust’ at Talon’s Offices, with a presentation from Marketreach and Tapestry Research.
Stephen Woodford, CEO, welcomed our members and highlighted the importance of trust for brands, advertising and every media channel. He explained that the latest Credos public trust tracking data shows that in Q3 this year, levels of trust in adverts has increased to 42%, from just 31% in 2021. The latest wave of the ASA Awareness Campaign ran from July to September and also saw the strongest collective levels of support from the industry to date.
Amanda Griffiths, Head of Insight and Planning at Marketreach, and Sam Elphinstone, Research and Strategy Director at Tapestry Research, presented their new research, ‘The Trust Factor’, which underlines the importance of trust in consumer behaviour and commercial growth.
They found that trust is the biggest driver of consideration, as 92% of consumers will act or do something if they trust a brand. Through the ‘8 Pillars of Trust’, the report highlights which aspects of trust deliver value, including reliability, reciprocity, and tenure.
The session concluded with thoughts from within the group on how they are navigating trust, whether they are tracking it and the opportunities they see to grow.
We would like to thank Talon for hosting the event and our Front Foot members for attending.
