In 2021, 91% of marketers will focus on building brand trust

Brand credibility emerged as a major theme in 2020 as consumers faced increased uncertainty amid the pandemic and widespread social unrest.

Moreover, brand credibility has evolved to include a variety of social issues . In addition to the COVID-19 pandemic, social justice issues such as the Black Lives Matter movement and the turbulent US election have been brought to the forefront of the conversation.

As we head into 2021, marketing platform Iterable surveyed 500 B2C marketers in the US and UK to understand how marketers feel about brand trust and their plans for 2021 .

First, the challenges that 2020 brought are not going away . 87% of respondents said they believe their company needs to change its marketing strategy to better build consumer trust.

As the pandemic continues to be a huge part of our daily lives, 91% of marketers say they plan to continue focusing on trust-building strategies in 2021 .

Second, in 2020, more companies issued public statements on racial inequality (47%) than public health (40%), with brands also issuing statements on:

Gender inequality: 34%

LGBTQIA Pride: 32%

Climate change: 29%

Politics /2020 election: 23%

Defund the police: 21 percent

Brands have no plans to stop their social good efforts heading into 2021, with 79% of companies planning to continue campaigns in 2021 to promote one or more of these issues.

Additionally, about half of marketers ( 51%) believe their company’s efforts on social issues are not enough and would push brands to be more proactive in social activism.

Judging by how marketers reflect on 2020 and apply learnings to their strategies for 2021, ethics will become a core principle of brand trust strategy in the long term .

Today’s audiences want to understand brands’ beliefs and values. And the conversations and issues that have permeated 2020 have not disappeared, with consumers still holding brands accountable for their values ​​and actions.

Marketing Dive also analyzed that even after the epidemic crisis eases, the shift towards a more empathetic and socially conscious marketing image seems to be continuing.

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