By Viky Cooke, Chime Communications
Trust in the voice of authority is fading as consumers increasingly put their faith in each other. Messages from businesses, politicians and tabloid newspapers are being listened to with scepticism.
The economic crisis has caused a seismic shift in attitude. Consumers are now entering what the company calls the “age of emotional proximity”, where peer recommendations surpass all other marketing.
We have moved on from a place where we automatically respected our elders and betters to one where we trust friends and family first and foremost. The shift from deference (people accepting what they are told) to reference (asking advice from peers) has been developing since 2002 according to our quantitative surveys.
This has moved on again and accelerated as the Internet has grown. The unravelling of financial institutions has resulted in a wider loss of confidence, not just of the City but of other businesses too. The majority of the public (73%) and opinion leaders (85%) agree that “bad management in a variety of business areas has increased mistrust”.
Celebrity promotions
It appears we are not even buying into celebrity endorsements any more. While stars are still rated as more trustworthy sources of information than “leaders”, the glut of reality TV “stars” that have invaded viewers’ screens has lowered opinions of celebrities.
Some retailers such as Marks & Spencer in the UK have now moved away from big names fronting ad campaigns. The UK retailer is scaling back its use of celebrities in advertising campaigns in favour of a greater emphasis on promotional discounts.
People have become much more sophisticated in the way they think about celebrity endorsements, and brands need to think carefully before signing up a star name.
Brands should focus instead on the trend of peer-to-peer “proximity” to get their messages across. eBay, Amazon and TripAdvisor promote through recommendations to give you a sense that you are hearing from people like you.
Extended trust networks
Consumers are still putting most of their trust in the opinions of their friends and family, but they also put faith in friends of friends and family, whom they consider to be “people like us”. Even opinions on forums and social networks are seen as trusted sources of information.
This trend has been accelerated by the rapid growth of the Internet and increasing popularity of social networking. Consumers want to know that opinions are honest and not just marketing spin and a vested interest in the outcome.”
Familiar household names are ideally positioned to capitalise on trust by combining with reliability. If a product has been around for a long time, it becomes “like a friend” and has a reputation for meeting consumers’ needs even in a tough economic climate.
Familiar face
But this doesn’t mean that newer brands have to sit back and patiently wait for trust to build. Google is incredibly clever because it feels like it is your friend. It’s such an easy way of getting information. People’s perceptions are that it is accurate and transparent.
Now is the time to get out there and be a part of people’s lives and empathise with them.
Viki Cooke, is joint CEO at Opinion Leader and a Member of the Executive Team at Chime Communications, a leading global communication group located in London, UK.
