Covid may have changed some things, but consumers worldwide are as cynical about brands as ever, according to the latest Havas Meaningful Brands report. Fewer than half (47%) see brands as trustworthy and 71% doubt brands will deliver on their promises. Despite this pessimism, 73% of consumers believe that brands should act for the good of society and 53% say they’d pay more for a brand that takes a stand.
Twilio Segment doesn’t have identity resolution news today, but they did just issue a report that shows why it’s important. As usual, consumers say they expect personalized experiences but also care about privacy and security. Business answers are less predictable: 85% are providing personalized experiences but just 24% say their omni-channel personalization investments are a success. (Another 59% say they’re “somewhat” successful.)
One way that brands show they’re responsible is by not advertising near inappropriate content. Ad quality platform Pixalate recently launched a Publisher Trust Index that reports on quality metrics including brand safety, fraudulent traffic, viewability, and other factors for top 100 mobile and connected TV apps. The ratings are based on proprietary algorithms, so they must be right.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.