Trends Report

Trust In The Age Of The Customer

What CMOs Must Know To Understand Consumer Trust

November 20th, 2020
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , James McQuivey, PhD , Dipanjan Chatterjee , Nick Monroe , Shynise McElveen , Rachel Birrell


A crisis of trust has torn through every industry. Intuition tells us that trust matters; data shows that trust is essential for economic and social progress. But neither scholars nor business leaders have established a consensus on what trust is, let alone how to cultivate it. This report draws on decades of multimethod consumer and business data, academic science, and case studies to paint the human picture of trust and identify the most important characteristics of trust in growing business value.

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