Brand trustworthiness became a bigger theme last year as the pandemic and widespread social unrest led consumers to grapple more with uncertainty. Iterable’s survey reinforces that strategies forged in the fires of 2020 will remain in place for the year ahead as COVID-19 continues to place significant strain on society and the economy.
Even after the health crisis abates, it appears likely that the shift in marketers’ thinking toward more empathetic and socially aware outreach will linger. Brand trustworthiness has evolved to include a variety of social issues, especially when targeting younger consumers who show greater awareness toward how their purchase decisions affect causes they support.
