I am not sure why a recent Adweek report was relatively sanguine about the results of their survey on advertising believability. It seems to take comfort in the fact that 65% of consumers “sometimes” believe advertising. Whoop-dee-do (Twitter translation: BFD).
That means that nearly two-thirds of the time, the people whom we as brand communicators are trying to reach have an opening attitude of “oh yeah? Prove it.” And it only gets worse from there… 13% of consumers NEVER trust advertising to be truthful, only 18% believe ads most of the time and a pitiful 1% always trust ad claims.
Feels good to be the big, fat liars on the block, doesn’t it? The same survey also noted that consumers trust advertising even less than they trust the government, a pretty strong vote of “no confidence.”
The solution is “simple” enough: learn how to find and tell the simple truth about brands.
I pre-emptively accept your derision of me as a Pollyanna-ish simpleton of the first order. But there is no trust without truth – and we erode the one when we fail to cultivate the other. Our business suffers. Our culture corrodes. But hey, it’s only a real problem when we take the long view, right? And we’ve all got to get back to making this quarter’s numbers….