Adobe study reveals correlation between brand trust and consumer behaviour


• 54% of Australian consumers say they will stop buying from brands that break their trust

Adobe has revealed results from a study that showed a strong correlation between brand trust and consumer behaviour.

The Adobe Trust Report 2022: APAC report is part of the global Trust Report, highlighting the drivers, impact, and value of trust between consumers and brands.

The survey was conducted by Advanis between January and February 2022, with responses from more than 1,000 consumers and 206 senior business leaders across Australia.

Of the Australian consumers, 54% say they will stop purchasing from brands that break their trust, while a majority (72%) plan to spend at least $700 more each year with trusted brands compared to the global average of 60%. 

When asked whether they consider digital or in-person experiences to be more important in driving trust, only 16% of Australian consumers favoured digital experiences, compared to more than a third of APAC consumers (35%).

This compares to 32% who say that in-person experiences are more important as trust enablers, and 48% that say that both are equally important in Adobe’s study.

Simon Tate, president, Asia Pacific, Adobe, said: “The importance of digital experiences to a trust exchange has come into sharper focus, and the stakes are high. Done right, many consumers will reward brands with loyalty and spend.

“When trust is broken, most consumers will walk away permanently,” he added.

Despite the importance of building trust with consumers, the senior business leaders interviewed by Adobe suggest that earning trust is increasingly tricky, with eight in ten (81%) saying that it has become harder since the onset of the pandemic.

Tate said: “Australian consumers’ experiences over the past two years and rise of the digital economy are combining to shift the fundamental drivers of brand trust. More than ever, trust relies on brands’ ability to make a positive impact, use data responsibly and deliver digital experiences on customers’ terms.”

Thomas Barta, co-author of path-breaking leadership book ‘The 12 Powers of a Marketing Leader’ and one of the world’s foremost thinkers on the subject of marketing leadership, said Australian businesses are facing a dual challenge.

“Customers enjoy a personalised experience but worry about sharing their data. Better personalisation and privacy may sound like competing targets but it doesn’t have to be that way. As Adobe’s latest research reveals, leading marketers are already providing highly personalised customer experiences, while using customer data responsibly,” said Barta.

“When it comes to data privacy, the top spot for a company doing it exceptionally well, is still up for grabs. To get there, customers don’t ask for too much. 83% of Australian consumers simply want to decide how firms used their data. 86% desire more transparency, and 63% asked that firms use their data only for what really matters: making the customer experience better,” Barta added.

Bridging the data trust gap

Brands’ use of personal data is a key driver of mistrust among Australian consumers. The research reveals that 74% are concerned with how their data is being used and 50% of consumers believe the benefits of providing their data to companies are greater than the risks.

The majority of consumers also say they’ll stop purchasing from brands if they experience data governance failures. This includes 70% who would stop purchasing from a company that used their data without permission and 66% who would do the same if they experienced a data breach.

Despite this clear message from consumers, 94% of Australian leaders believe consumers trust them to keep their data safe and use it responsibly, and 79% say the benefits customers receive from companies collecting their data outweigh the risks.

The role of technology in engendering trust

Australian consumers outline a number of factors that can both increase and decrease their trust in brands and enhance the digital experience, with technology playing a prominent role.

Half surveyed say their trust in brands increases when technology is used to personalise their experience. However, 76% say poor personalisation erodes trust, with top examples including ‘contacting me in a creepy way’ and ignoring their preferences.

Top image: Simon Tate

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