Brand marketers need to think about a lot of things when it comes to attracting and retaining customers -- not the least of which is trust. Recent data from global communications firm Edelman, reported by Marketing Charts, could be cause for concern. Trust by the global public in industry sectors from 2020 to February 2021 has actually declined across the board. The following question was asked: "Please indicate how much you trust businesses in each of the following industries to do what is right?" In the technology sector, trust declined from 75 percent to 68 percent. In the automotive sector, trust declined from 67 percent to 60 percent. In the entertainment sector, trust declined from 65 percent to 59 percent. Data was based on an online survey of over 31,000 general population respondents from 28 countries.
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