Trust is the Path: Our Collective Adventure

A way forward based on 3 principles

52%

of people have seen or heard false or misleading information about sustainable actions taken by brands according to Kantar’s latest global Sustainability Sector Index

Perceptions of greenwashing rise from 35% in 55-65 year-olds to 65% in 18-24 year-olds. As these young cohorts economically rise, trust erosion may cause disruption. Kantar's globally verified model of Inspiring Trust is based around the three principles for what trust means today.

Integrity

Integrity means keeping commitments and communicating honestly. In today’s post-truth world, integrity remains crucial but isn’t sufficient alone for building trust.

Identification

Identification, a human connection, builds trust during disruption and uncertainty. Behavioural science tells us we’re wired to trust those who share our values and goals.

Inclusion

Brands should foster Inclusion, ensuring everyone feels they belong. Build closeness by engaging people in our actions and empowering better choices.

Full article

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The above article was originally published in the Kantar BrandZ Most Valuable Global Brands Report 2024. Join the release of BrandZ Belgium for more valuable insights.


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Corinne Mostaert

Corinne Mostaert
Director – Innovation and sustainability
Kantar Insights Belgium
corinne.mostaert@kantar.com

Sana Hussain
Brand & Communication Director
Kantar Insights Belgium
sana.hussain@kantar.com