Magna品牌信任维度

What can brands doto strengthen trustacross inclusiveaudiences? Trust is critical for creating strong.enduring brands Our Questions 02→ 01→ Levers forBuilding Trust Dimensionsof Trust What are the components of brand trust?How does brand trust vary by industry verticaland acrossinclusiveaudiences? what actions can brandstake to strengthentrust across inclusive audiences? The Scope What Who How 32brands testedacross 4 industryverticals Nationallyrepresentative sample 10dimensionsof brand trust AAPIBlackHispanic/LatineWhite(Total N = 4,968) ReliableAuthentic in howthey represent themselvesRelatableInclusiveofalldifferenttypes ofpeopleEasytocommunicatewithEthical in howthey run their businessCommunitymindedRespectableInnovative in how they run their businessSociallyconscious FastCasual DiningFinanceAutomotiveOver-the-CounterMedications Methodology Trust Ratings Recruitment Participants randomized to rate 2 brandsthey are familiar with from differentverticals Participants recruited fromrepresentative onlinepanel.Surveyoffered in English and SpanishN = 4,968 Brand Familiarity Actions Deepdive into actions brands cantaketostrengthentrust Participants rate familiarity af brands TrustFoundations Trust hassubstantialimpact on thebottom lineacross verticals For example, for every point increase intrust, purchase intent increases forfastcasual dining by an average of 26% No trustno purchase ____Top 5 driversof trust are Drivers of TrustModelled Reliability. 11% All dimensions have a meaningfulimpact on brandtrust Respect, 9% Ethical, 6% Authenticity, 6% Relatability. 5% Innovativebusinesspractices,3%Easyto communicate, 3%Communitymindfulness,2%Inclusivity, 2%Social consciousness, 2% There'sanopportunityforbrandstocommunicate any dimension of trust inadvertising. However, business practicesshould align to ensure authenticity Brand trust playsa critical role inpurchases acrossinclusive cohorts Trust is a particularly strong driverof purchase intent among AAPl Brands should take a nuancecapproach to building trust basedon audience Drivers ofTrust by Race/EthnicityModelled AAPIRespectandreliabilityareparticularly important Consistency in inclusiveness:The simple act of being inclusive drivestrust across all audiences Inclusiveof al differenttypes of people Howis each verticaldoing on brand trust? Building brand trustis not a one-size-fits-al Brand TrustRatings How does each verticalcurrentlyrateagainsteachdriver of brand trust? A guide tounderstanding theguadrantanalysis ★★★ Auto Auto brands should focuson reliability, but also exploreopportunitiesto convey ethicalpractices Trust Drivers&Ratings Auto For Black audiences.auto brands should explorecommunity focused initiatives Trust Drivers InclusiveSpotlight Auto Auto brands should becognizant of past issues withauthenticity in the eyes of Blackand Hispanic f Latinecustomers BrandDistrust InclusiveSpotlight Fast CasualDining Fastcasualbrandsneedimprovement incommunication ofethicalbusiness practices Trust Drivers& Ratings Fast CasualDining For Hispanic/ Latineaudiences,restaurant brandsshould considerlanguagepreferences Trust Driver InclusiveSpotlight Fast CasualDining Beyond lack of personal connections,past controversies and customerservice are eroding trust for fastcasual brands, so should also be afocus BrandDistrust Finance Finance has room forimprovement in a ride range oftrust builders Trust Drivers& Ratings Finance Increased focus on beingsocially conscious would buildtrust with Black audiences Trust Driver Finance Finance brands should alsofocus on illustrating care for itscustomers,authenticity andhandlingcontroversiesbetter BrandDistrust OTCBrands OTC brands should focus onbuilding relatability throughinclusivity Trust Drivers&Ratings OTCBrands OTC Authenticity Ratings % Strongly/Somewhat Agree, By Audience OTCbrands shouldfocusonbuilding authenticity with AAPlconsumers InclusiveSpotlight Actionsfor buildingstrongerbrands Thoughtful advertisingpractices present animmense opportunity to buildbrand trust Brands can build trust with majority of people throughtheir acvertising practices Most effective actions forbuilding trustNet Score (% selected) 76%Advertising Practices To build trust, brands should leverage the power otvideo, especially on the biggest screen in the home Media responsibility is particularly important for buildingtrust with Black audiences MediaresponsibilityIs a driving forcebehind establishingcohsumer trust Mosteffectiveadvertisingpractices fordriving brand trust- Net Score (%) 65%Ads running next tofincontent that is... Summary Thoughtful, OngoingCommunication People expect to feel seen by brands and when they donot, perceived lack of effortbreedsdistrust.Makingefforts to connect with individuals through consistentand thoughtful communication is recommended Video AdvertisingServes As A GatewayTo Brand Trust There’s an opportunity for brand