Who do you trust?

A survey entitled ‘What assures consumers?’ funded by AccountAbility and the National Consumer Council (NCC) positioned celebrities one above bottom-placed direct-mail leaflets as a trustworthy source of information. Product packaging and consumer watchdogs came top as trustworthy information channels for consumers beating friends and family, word of mouth and third party standard logos.

Commenting on the report at a joint NCC/Accountability conference, Philip Monaghan, director at Accountability, said: ‘It appears that sole reliance on celebrity influencers like David Beckham is waning due to an increasingly sceptical public. To assure consumers, a key tactic in the game plan for success, is a better understanding amongst companies of how to select the right mix of “messengers” from those available.’

Ed Mayo, CEO of the NCC added: ‘More and more, we find big brand name companies positioning themselves as responsible. But to succeed, there is now a hard edge to winning consumer trust and loyalty, as people want companies to be fair to them and fair to others. If your customer service fails to have a human touch, you have no chance of persuading consumes that you have a concern for human rights.’

A full copy of the report is available at www.accountability.org.uk.
The report showcases the top ten most trusted UK companies as well as highlighting consumer behaviour and purchasing barriers. The broader work focuses on values and responsibilities; communication pathways; and information providers. For more information contact: Luke Merryweather on e: lukem@glasshousepartnership.com or Giulia Cosulich on e: giulia@accountability.org.uk