How to Win Consumer Confidence in a Cynical Age

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How to Win Consumer Confidence in a Cynical Age

  1. 1. Trust is the New Black How to Win Consumer Confidence in a Cynical Age Diana Verde Nieto 8th April 2014
  2. 2. DO YOU TRUST ME? •  I founded a charity that builds schools •  I support Manchester United •  I pay all my bills on time •  I launched three businesses •  I’ve never finished a diet •  I never buy the Big Issue •  I’ve run six marathons
  3. 3. WHY DOES IT MATTER? Trust = Money, honey
  4. 4. MILLENIALS BELIEVE THE PURPOSE OF BUSINESS IS TO:
  5. 5. THE CHALLENGES THAT FACE SOCIETY AND DEMAND THE ATTENTION OF BUSINESSES Deloitte – The Millenial Survey 2014
  6. 6. (SOME) BRANDS ARE TRUSTWORTHY •  Have a Social Mission •  Do Social Good •  Increase Social Impact •  Reduce Environmental Footprint •  Innovate •  Care about their communities (internal and external) •  Improve people’s lives
  7. 7. DO YOUR CONSUMERS TRUST YOU? 70%  of  consumers  trust  brand  recommenda2ons  from  friends  –  only   10%  trust  adver2sing    
  8. 8. TRUST DON’T LIVE HERE ANYMORE…
  9. 9. 16 ATTRIBUTES TO BUILD TRUST
  10. 10. THE TRUST FORMULA
  11. 11. ALLOWING YOUR CONSUMERS TO SAY ‘I TRUST YOU’ Imagine if you had a 3rd party certificate that allowed your consumers to tell you and everyone else that they trusted you…..
  12. 12. Technology is unlocking people’s sense of their own power and harnessing it for good Diana@positiveluxury.com - + 44 203 582 3212 ! w w w . p o s i t i v e l u x u r y . c o m ! ! BRA N D S T O T R U ST POSITIVE LUX U RY

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