Speaking at the annual luncheon of Britain’s Advertising Association in London, Unilever chairman Niall FitzGerald warned advertisers that they needed to build trust with increasingly sceptical consumers.
A younger audience, more suspicious of marketing and advertising than in previous generations, created “a challenge to persuade people to do things – whether to vote for you or buy your products," said Fitzgerald. "People no longer accept things simply because they come from on high."
Young people see through spin and understand the principles behind advertising. This, exacerbated by a decline in trust, meant that advertisers had to begin rebuilding trust.
“Trust, “ continued Fitzgerald, “is built over the long-term, not just of communication, but of action. It can't be built in a one-off spate of advertising. It requires some serious thinking about the way we communicate and the way in which we operate. And as an industry, the advertising community needs to be in the vanguard of that thinking.”
News source: CampaignLive (UK)