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Consumer Behavior

Trust remains a tough challenge for brands

Trust remains a tough challenge for brandsPhoto by

A good majority, 71%, of consumers are all for federal data privacy legislation and 49% said data transparency communications, cookie consent banners and privacy emails make them trust a brand more.

Those are prime findings from a Jebbit study regarding consumer trust in global brands. Jebbit is a zero-party data platform.

The survey polled adult consumers in the U.S. to rate, on a scale of one to 10, their level of trust in brands to use their personal data in exchange for more relevant offers, goods and services, and elicited feedback on how much control consumers want over their data and how it is utilized, according to a press release.

On the brand side, 75% are finding greater difficulty in building and maintaining trust with customers despite the fact online shopping has increased 63% in the past few years.

Additional survey highlights include:

  • Brands must be thoughtful and strategic with the data points they seek to capture as 30% of consumers said "asking for too much information" again ranked as the No. 1 factor that results in brand mistrust.
  • Pandemic trends are here to stay with 63% of consumers stating online shopping usage has increased since the start of the pandemic, and 40% are seeing more irrelevant online ads than ever before — 46% agreed irrelevant online ads from a business based on past purchase data decreased trust in that brand.

"Brands stand to gain a better chance of gaining consumer trust by proactively communicating how they collect and use their data, and demonstrating they are using the information in a way that delivers value back to the customer," Tom Coburn, CEO and co-founder of Jebbit, said in the release.


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