Future Focus: Search for Trust

Consumer trust is never constant. At one time they may love you and for what you stand. But when they are also unforgiving when you lose their trust due to a breach, bad service, ideas that go against cultural norms or get snagged in a political fallout. The digital economy just made consumer trust the most important issue for most brands.

So how can brands navigate the contentious world of trust in a hyper-sensitive media landscape? The annual fourth edition of iProspect’s Future Focus highlights the difficulty in creating a solid foundation based on consumer trust in the digital economy.
