How should brands approach data to build consumer trust in a distrustful world?

Australians no longer feel in control, and with government, media, business, and NGOs all having been deemed undeserving of trust, but Edelman’s Michelle Hutton believes that brands have an opportunity to reverse the trend.

This article is part of a Spotlight series on technology, tracking and trust in Australia. Read more

Australians are losing trust at a rapid rate. But at a time when research shows us that government, business, media, and NGOs are all considered to be untrustworthy, brands have an opportunity to reverse the trend. Only by stepping up and demonstrating leadership through the adoption of an ethical and transparent approach to data and technology can brands rebuild trust with the Australian public.

As the old adage goes, trust takes years to earn and seconds to break. It’s one of...

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