Submitted by jorn on
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.
IntegrityIntegrity means keeping commitments and communicating honestly. In today’s post-truth world, integrity remains crucial but isn’t sufficient alone for building trust. |
IdentificationIdentification, 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. |
InclusionBrands should foster Inclusion, ensuring everyone feels they belong. Build closeness by engaging people in our actions and empowering better choices. |
Interested in more details after this short extract? Discovery the full article here.
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 |
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Sana Hussain |
