Consumers distrust brands almost as much as politicians

One of the nightmares of anyone responsible for managing the public image of a brand, or a company, or a product, is that their client ends up having the same consideration as a politician. Because, and this is practically popular wisdom, there is nothing worse when it comes to public image than politicians in general.

In the CIS barometer data for April, “politicians in general”, including politicians and politics in the same batch, were an issue that worried 19.6% of the population (20% in March and 20.1% % in February) and corruption and fraud were at the top of concerns for 48.6%. Issues related to politicians and their actions were, therefore, in the prominent positions of what most takes away the sleep of Spaniards.

Politicians have, therefore, a rather bad brand image and have managed to become something not very trustworthy for saudi mobile number . But the truth is that entering the purgatory of public image alongside politicians is not so complicated: companies are actually quite close to achieving it and positioning themselves in the same positions. Right now they are very close to the point where politicians start on image issues.

This has just been shown by a study by Affilinet, which has analyzed who consumers trust the most and has established a ranking of those who therefore arouse more and less trust. The big losers in that study have been the politicians? and brands. According to their findings, consumers only trust brands a little more than politicians.

Unfortunately for companies, what brands say and do is very close to being as unreliable as the promises of a politician. And taking into account that the study has been carried out in the middle of the electoral campaign (the study is on a British sample and has been carried out in recent months, when the United Kingdom was preparing for its last elections), when politicians use all their weapons in positioning to be more attractive and reliable, the results are even more dire, for some and for others.
“It is not surprising to see politicians at the end of it from the list but maybe it is a little surprising to see brands as below , ” confesses the managing director of Affilinet, Helen Southgate to The Drum .


Consumers clearly don’t trust politicians and their world-changing promises or brands and their promises of younger, more radiant skin, the cleanest and most fragrant floor possible, or a bomb-proof immune system. thanks to the magic of some yogurt, to give just a few examples of promises that advertisements convey to us, but who do consumers trust?

The study puts at the top of the list of those we do trust two names that usually top the lists of recommendations that consumers take into account when making purchasing decisions. Friends and family are the main sources of information before which consumers do not hesitate.

Surprisingly (or perhaps not), bloggers rank third among the most reliable and trustworthy sources of information. 53% of those surveyed say they trust what they say because of the authenticity of their content. Another point in which bloggers stand out above other sources is their reviews and opinions: according to the conclusions of the study, De Phone Number consider that they are balanced and fair.

In fact, the role of bloggers as a source of information begins to be increasingly considered. 16% of those surveyed assure that they would pay an amount of money to be able to access the content published by bloggers. “I’m surprised this number is so high,” says Southgate, “but when you consider that consumers are often employing bloggers to get information about an area of ​​interest, maybe it’s because this content is particularly valuable.”

Following family, friends, and bloggers, consumers trust, in this order, the opinions of social media contacts, co-workers, journalists, and religious leaders. Quite strikingly, religious leaders not only overtake brands and politicians (the black sheep on this list) but also famous people (who are eighth on this list of ten sources of information).

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