The latest annual trust and credibility survey, conducted by Edelman Data & Intelligence (DxI), shows that people continue to have low trust in advertising.
In its new annual report, published in February, the Edelman Trust Barometer 2022, Edelman Data & Intelligence (DxI) conducted 30-minute online interviews with more than 36,000 people in 28 countries – including Brazil. It is estimated that, in each country, 1,150 people were interviewed between November 1 and 24, 2021.
The report, which has been running for over 20 years, studies people’s trust in companies, NGOs, governments and information channels. The results of the latest survey reveal that one fifth (21%) of respondents say they will never believe information if advertising is the only place they see it.
Question: When you see new information or news from each bulgaria whatsapp data of the following information sources, how many times do you need to see or hear it again from the same type of information source before you believe it is true or not?
Only 8% of respondents believe that advertising information is true as soon as they see it, while the majority of respondents (41%) need to see advertising information repeated at least once or twice before believing it.
Information on social networks
Social media news feeds had the lowest trust rating, with less than 1 in 10 (6%) respondents saying they automatically believe information they see in their social media feed. However, 32% of respondents said they would believe that information if it was seen more than once.
In another study, conducted by Harris Poll and Ad Age last year, 45% of Americans who responded to the survey said they knew someone who had been influenced by misinformation on social media.
The second study partially explains why people are increasingly less confident in the information they consume on social media.
How to restore trust?
Although the results indicate a less than positive scenario, the report also shows many points for improvement that can restructure trust in brands.
Data from the report indicates that 58% of respondents buy from or support brands that are aligned with their values. Therefore, some of the steps to regain people's trust are: understanding the social role of brands and demonstrating progress through good practices.
The importance of generating quality information
76% of respondents say they are concerned about the use of false information or fake news. The main point to reestablish a relationship of trust between consumer and brand is the quality of the information.
In the report, Edelman states that “Every institution must provide reliable, clear, consistent and fact-based information”, according to the data presented, this is the best way to break the “cycle of distrust”.