Two global reports have surfaced in the past week indicating a desperate need for the advertising and media industries to work together to rebuild public trust. But amid an enormous public health crisis, can consumers’ concerns be remedied?
Earlier this week, Kantar’s Dimension study revealed a brewing mistrust among consumers towards both advertisers and social media platforms.
The report surveyed 8,000 people in eight markets, including the US, UK and China, which have a combined total ad spend of $400bn. It found advertising to be the least likely source people would use to garner information about a business, with just 14% saying they trust advertisers in this respect.