In Transparency We Trust: A Marketer’s Guide to Gain Customer Trust

In a climate where financial gain and success is priority to organizations, customers have become more intentional with what brands they trust. Customers have lost the ability to entirely trust what may be advertised or told to them. This consumer experience has become a reality for many over time due to factors such as corporate greed and the consumer’s best interest no longer being the primary focus.

Christine Almany, author of 3 Ways Marketers Can Earn — and Keep — Customer Trust, sheds light on how age plays a role in the trust of consumers. She notes how younger consumers ranging from ages 18-34 value transparency, whereas older consumers are focused on the reputation of brands. This decline in trust for institutions has prompted increased brand transparency. The modern customer is more concerned with who and what exactly they are investing in and if it aligns with their values and interests. They are focused on authenticity and awareness being expressed from organizations. Let’s expand on three ways marketers can remain trustworthy with customers:

Avoid over performative communications

Customers do not respect actions that organizations do just for show and that are not reflective of their actual brand values and image. These aspects of a brand that are showcased to the public must be in alignment and genuine. Avoiding statements and claims that do not align with current business practices is smart. Consumers appreciate authenticity and consistency with brand initiatives and messaging. They are interested in seeing the true positive impact form a brand through actions that are reflective of statements and goods or services shared from the organization.

Do not mislead consumers

People care about credibility. Misleading marketing is problematic for all parties involved. Customers want to feel confident in the brands they are supporting. They prefer to be aware instead of discovering truths and realities other than what they were told initially. Omitting information from customers does not benefit them and they can often feel various negative emotions leading to brand support ending. Brands are better off being up front and transparent with customers as this helps to foster trust. Brands can offer valuable information to consumers that will actually be of their benefit to reinforce trust.

Be aware of the current climate and adapt

Consumers take note of how organizations respond to them and the world they live in. Brands should always study their target audience as they evolve. Enhancing the customer experience and interaction with the organization should be a consistent priority. Consumers share feedback and engage with brands with intent to be heard and understood. Marketers and organizations should be tailoring their marketing strategies and interactions with customers to suit their needs and interests. Keeping the customer first will help brands maintain loyalty with their audience.

Modern customers have shown organizations that they are paying attention to them more than previous generations typically have. Brands are being held accountable to prove themselves as reliable and trustworthy. Brands and marketers should view this challenge positively as it can lead to the success of organizations internally and externally. Authenticity, transparency, and honesty are key to ensure longevity with customer loyalty and relationships.