When Trust Falls Down: How brands got here and what they need to do about it

This article looks at mistrust towards brands and advertising in the UK by exploring the severity of the issue, why it's happening and how brands can regain trust.
  • There has been a profound breakdown in trust in the UK recently, including a significant rise in distrust of government ministers, politicians and business leaders in the last 12 months which Ipsos believe is impacting attitudes towards brands and advertising.
  • Ipsos undertook an extensive country-wide multi-stage study which revealed that British consumers have little faith in the traditional holders of power and influence as 42% of consumers distrust brands and 69% distrust advertising.
  • Ipsos say the four key reasons for this are that: British consumers' default position is that everyone has to work harder to gain trust, brands...

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