Customers may buy from, but not trust you
The Optimove 2023 Consumer Trust of Retailers Survey of US consumers found more than half don’t trust brand handling of personal information, and 77% unsubscribe from brands when they feel information is misused. Interestingly, 64% of the 406 surveyed said they are loyal to and shop at brands they don’t trust – and indicated the most important action a brand can take to change that is, according to 56%, to have a policy that it won’t share personal information.