77% of consumers think it's now harder to trust brands

Rob Clapp

An overview of consumer opinion on whether it is harder to trust what brands say and do across 13 markets.

Three-quarters (77%) of consumers think it is now harder to trust what brands say and do, according to research from Ford and Harris Insights & Analytics in their online survey of 13,003 adults across 13 markets.

In only two countries do less than three-quarters of consumers agree with this sentiment. In the Middle East (Saudi Arabia and the United Arab Emirates), only 69% agreed while this rate dipped to 55% in China.

The research found that 67% of respondents agree that "once a brand loses my trust, there is no getting it back". Three-quarters (75%) also said they...

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