Friday, July 26, 2024

Top drivers of brand trust following COVID-19

As Australian businesses begin to map their recovery from the current downturn, new research released from Qualtrics outlines the biggest drivers of brand trust in this new normal, and the manner in which consumers want to be engaged.

Findings from the study provide a framework helping brands build and keep trust and confidence at this uncertain time through effective and meaningful actions.

With lockdown measures continuing to impact how brands position themselves in the market, the study revealed more than 80 per cent of people believe it’s important for brands to take care of their employees and customers, and to not take advantage of the crisis to maximise profits.

A similar sentiment showed when respondents were asked what behaviours increase trust during the crisis. Taking care of employees was the top ranked attribute (43 per cent), followed by not taking advantage of a crisis (43 per cent), and taking care of customers (40 per cent). What respondents found less impactful were messages of hope and optimism (13 per cent) or even statements about strong moral principles (16 per cent).

During the COVID-19 outbreak, a third of respondents said their trust in the brands they regularly engage with had increased. Trust in government has experienced a greater increase, with 44 per cent of respondents saying their trust in federal government has increased, and 43 per cent said the same for state governments.

“Trust has a fundamental role to play as businesses begin to reopen their doors and rebuild operations. In these uncertain times, high levels of trust mean consumers can feel confident in choosing to engage with your brand,” said Lisa Khatri, Brand Experience and Research Lead for Qualtrics in APJ.

Qualtrics has launched a free solution: the COVID-19 Brand Trust Pulse. The most recent addition to the free offerings is a Back to Business solution designed to help organisations stay connected with customers, understand their expectations and preferences, and take actions to build customer confidence as businesses reopen their doors.

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