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...