Brands and consumer trust

This article investigates the significance of trust in the FMCG category as well as suggestions for how brands can foster trust amongst consumers.

Brands and consumer trust

Oliver KollEuropanel

We have become used to reading about the decline in trust in large companies and institutions. But trust is a major feature of strong brands in the FMCG category. This article reports the key insights from a major study looking at a wide range of FMCG sectors.

Strong brands have been linked to many qualities – for example, better functional performance, better value for money, smarter marketing and higher social symbolism. One unifying theme is that strong brands are better able to keep the promises they extend to the marketplace. In other words,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands