At Newsworks’ Trust research preview event on Thursday, the effectiveness expert warned brands to treat trust as a ‘legitimate business concern’ and not a ‘political issue’, writes Jack Benjamin for The Media Leader
While most brands have deprioritised trust with more defensive posturing during recent economic crises, Field pointed out that trust had become the second most important metric linked to profit next to quality.
He added that if trust in brands had risen so much in importance, then ensuring media strategies included trusted print and digital news brands — associated with greater ad effectiveness and brand uplift — should pay dividends.
Demonstrating this with his latest iteration of the IPA Databank study, Field described news brand ad campaigns’ growing effectiveness at driving trust uplifts for brands as a “quantum leap”, particularly since the advent of fake news to public awareness in 2016.
Read Jack Benjamin’s full report on yesterday’s Trust research preview event on The Media Leader’s website.