How we trust

Are we all blogged out?

Each year, Eye on Australia measures the level of trust in a range of social groups, institutions and brands. In 2008 trust is lower across the board. Even major charities such as the Salvation Army are less trusted than previously, although they remain the most trusted institutions with a rating of 6.64 out of ten.

As sources of information we trust our families, our friends and professional groups. When we look online for information, reviews by consumers are well trusted, trust in blogs has declined sharply, company websites are seen as more reliable, while internet banner advertisements received a very low trust score.

Trust today comes from word of mouth (what our family, friends and colleagues say), from authenticity and from relationships. This will mean a shift in the way brands will be build in the future.