Brand trust in businesses took a dive in 2018. In the wake of unfavorable news surrounding big brands like Facebook (privacy), United Airlines (customer service) and Equifax (cybersecurity), only 48% of Americans reported that they trusted businesses, according to the 2018 Edelman Trust Barometer.
When compared to other countries, the United States suffered among the worst slides — losing 10 points in overall customer trust — down from 58% in 2017.
According to another recent survey, 79% of customers said brands must demonstrate “they understand and care about me" before they consider purchasing. The report by Wunderman also revealed that 89% of American customers said that they are loyal to brands that share their values.