Building a Brand with Trust

I think it’s safe to say that none of us were expecting to still be doing back-to-back Zoom meetings and cancelling events at this point in the year. If this year has taught us anything, is that ‘new normal’ is rapidly become ‘the normal’ and all of us have changed how we go about business and our lives.

Looking back, some of the most anticipated marketing trends for this year included spending big bucks on influencer marketing and AI technology. While these may still be a part of your marketing strategy, the roller coaster of this year means paying even closure attention to the changing consumer purchasing habits. A recent Gartner Research study encourages brands to prioritize building consumer relationships and trust.

Nearly 70% of consumers expect a company to show support for and about social justice issues. Consumers want to support brands that are involved in their community, supportive of charitable causes and willing to donate to other organizations. Consumers want to make sure their money is going toward something they would donate to themselves, and not solely for profit.

Brands not only have to continue to embrace technology, but are also encouraged to embrace a more human approach in marketing for 2021.