5 Key reasons why building consumer trust is more crucial than ever

Trust is the cornerstone of every successful relationship, and this is especially true for brands seeking to build lasting connections with consumers. In an age where misinformation is rife and consumers feel more vulnerable than ever, the ability of a brand to foster trust is a critical differentiator in a crowded field. As a leader in content moderation for the past 18 years, WebPurify understands the importance of trust and is committed to helping brands cultivate it.

The latest Edelman Trust Barometer report reveals some important trends about the evolving nature of consumer trust that brands must understand if they want to stay relevant. Here are five key reasons why it’s increasingly important for consumers to trust your brand, based on the findings of this influential report.

1. Consumers value brands that increase their sense of safety and security

Today’s consumers expect more from brands than just their products or services. According to the Edelman report, 73% of consumers say they are more attracted to brands that increase their sense of safety and security rather than those that simply spark a sense of adventure.

This demonstrates a significant shift in consumer priorities, with safety now being a key factor in determining brand preference, particularly among older demographics. Brands that take an active stance against misinformation and create safe environments for their customers to engage in, whether on social media, customer service platforms, or through digital content, are perceived as more trustworthy. For companies, this means investing in content moderation and adopting a more proactive approach to consumer safety.

WebPurify has long championed the need for rigorous content moderation to ensure a safer online experience. We believe that by prioritizing the integrity of digital content, brands can foster a more secure environment and build stronger trust and loyalty among consumers.

2. Brands are under more scrutiny than ever

Consumers are putting brands under a microscope more than ever, examining not only the products they sell but the values they represent. Edelman’s findings indicate that 58% of consumers are doing more research before making a purchase, and 64% are more concerned about the health impact of products. This shift over time has put pressure on brands to demonstrate integrity at every level, from supply chain transparency to the content they share online.

Brands that commit to providing honest, well-moderated information – while combating the rise of misinformation – are best-positioned to earn consumer trust.

Partnering with trusted moderation services like WebPurify helps brands demonstrate that they are willing to invest in transparency, ensuring their content and communications are credible and reliable.

3. The need for brand trust intensifies when consumers feel vulnerable

When consumers face greater uncertainty, as has been the case in recent years due to global events, the need to trust the brands they engage with becomes more urgent. Edelman’s report highlights that 71% of consumers say it is more important to trust the brands they buy or use today than in the past, especially when they feel vulnerable. In times of vulnerability, people lean on brands that offer reassurance, stability, and factual information.

For brands, this means acting not only as providers of goods and services but also as advocates for their customers’ wellbeing. Addressing consumer concerns head-on and dispelling myths through verified information are key ways to establish trust. WebPurify’s efforts to fight misinformation online have been instrumental in helping brands achieve this.

4. Gen Z has the highest need for brand trust

Gen Z is well-known for being digitally savvy and highly skeptical of brands that do not live up to their promises. According to Edelman, 79% of Gen Zers say it is more important to trust the brands they buy from or use today than it was in the past. This generation has the highest need for brand trust compared to other age groups and is quick to call out inconsistencies. Gen Zers actively seek brands that align with their personal values.

To win the trust of Gen Z, brands must demonstrate a real commitment to combating issues such as misinformation, data privacy, and social justice. WebPurify’s moderation tools can help brands achieve this by ensuring that the content they share and promote is not only appropriate but also truthful.

5. Consumers are more likely to buy from brands that combat misinformation

The proliferation of misinformation is a huge – and growing – threat to consumer trust. Edelman’s data shows that brands that publicly commit to combating misinformation are up to seven times more likely to be purchased by consumers compared to those that do not. Consumers want to feel confident that the information provided by a brand is accurate and truthful, especially in the current climate where false claims can spread at an alarming rate.

WebPurify’s expertise in moderating misinformation is an essential tool for brands aiming to bolster consumer trust. Our recent case study showcases the impact of effective content moderation in reducing misinformation, which not only protects consumers but also enhances brand credibility.

Building trust in a distrustful world

In an online environment that is increasingly defined by misinformation and vulnerability, brand trust has become a non-negotiable asset. By investing in a content moderation strategy, you can foster a stronger sense of safety, a commitment to transparency, and offer stability in times of vulnerability, helping you secure a lasting relationship with your customers.