Consumers believe brands aren’t honest, but have power to change the world

Are brand managers less truthful than they were 20 years ago?

According to a McCann Truth Central survey, 42 percent of consumers ages 18 and above believe they are.

Still, the number points to a potential growing trust problems among consumers.

These findings are a contrast to the findings of a recent YouGov survey that found that ads are more honest. In that survey, 61 percent of consumers said they were encountering honest ads, compared to 50 percent in 2014.

The McCann study found a declining trust in politicians, as well—70 percent of respondents said they did not trust them.

The study also took a look at the way liberals and conservatives view brands and U.S. institutions. For instance, NASA is the most-trusted federal organization overall, while conservatives picked the U.S. Army as their top choice and liberals chose the Centers for Disease Control and Prevention.

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It also looked at how these parties perceived brands. Conservative consumers trust Walmart more than any other organization, but Liberals prefer Google. Put the groups together, and they agree that Amazon is the most trustworthy organization overall.

Considering the current political climate, the survey offered some much-needed positivity for PR pros and marketers. It revealed that 84 percent of respondents think that brands have the power to make the world a better place.

If that doesn’t scream opportunity, who knows what will? However, brand managers shouldn’t be so naïve as to think a sugary beverage can heal the country’s racial divide.

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