CMOs not aligned with consumers on brand trust

Rob Clapp

An overview of CMO and consumer opinion on what increases trust in a business.

CMOs aren't aligned with consumers on brand trust, according to the latest research from Dentsu Aegis Network in their global survey of 1,000 CMOs and 43,000 consumers.

Consumers say transparency is the most important factor in increasing business trust, with 55% of respondents saying so. However, CMOs think the ability to deliver consistently is most important, at 63% of those surveyed. This is out of a possible eight responses.

Personalisation and prioritisation are two other areas of significant difference between the two groups. Consumers rate the level of personalisation as least important in increasing business trust (23% of...

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