CAN CONSUMERS REALLY TRUST BRANDS? According to Ipsos, already 6 out of 10 British adults don’t trust a brand until they have seen ‘real proof’ that they have kept their promises. Truth in advertising has long been something to ignore, or at least downplay. But, this worked when the brand’s voice was the only voice. Now, with the rise of social media, that era is over. If what the company does doesn’t match what the advertising says, then the brand has potentially lost a customer for a lifetime.
HOW DO COMPANIES MARKET THEIR ‘GOOD’ SIDE IN THE AGE OF “FAKE”? Dentsu Aegis counted that in 2017, nearly 50% of the Lions awards were handed to purposeful campaigns (VS. 29% of the Grand Prix or Gold Lions in the previous four years). This trend was confirmed in 2018: almost 60% of Cannes Grand Prix winners were assigned to purposeful campaigns. Sometimes, it’s hard for consumers to trust brands embracing ‘causes’ without demonstrating they “really believe” in what they say they stand for. And, they are right. Unfortunately, there are a lot of ‘purpose driven campaigns’ created for companies that aren’t actually facing a radical change.
We care about Truth.
We care about consumer’s ability to acquire accurate information about the sustainable actions and social commitments that companies advertise.
That’s why we created BeIntelligent, a digital platform where you can find information to purchase from trustworthy brands.
How are we determining the trustworthiness of brands? Through advanced artificial intelligence (AI) algorithms that determine the reliability of brand claims.
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