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Why 2021 Should Be The Year Challenger Brands Embrace Trust

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When you’re building a challenger brand, trust is vital. No matter your sector, specialism or size, trust is a foundational pillar to growing any business.

As of April 2021, American trust in the government sits at a low 24%. In 2020, 85% of people wanted brands to solve their problems and 80% wanted brands to solve society’s problems.

Whether it’s presenting your brand with honesty at every touchpoint or admitting when you’re in the wrong, consumers want authenticity and will reward those that showcase it. In 2019, an overwhelming 92% of marketers believed that most or all of the content they were sharing was resonating as authentic with consumers. When consumers were asked, over 50% said that less than half came across as authentic. That overestimation on the part of marketers isn’t surprising, and reinforces the need........

© Entrepreneur

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