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CAMBRIDGE, Mass., May 13, 2021 /PRNewswire/ -- According to Forrester's (Nasdaq: FORR) Trust Imperative research, a slew of corporate and governmental scandals and an influx of misinformation have destabilized the public's trust in many traditional institutions. As consumers lose trust in governments and the media, they redirect their trust to other entities — yielding an unprecedented opportunity for businesses to boost trust across their stakeholder ecosystem. Forrester's new Trust Assessment and Scorecard will help brands develop a systematic plan to cultivate and safeguard trust to enhance their organization's performance.
According to Forrester, more consumers across the US, UK, France, and India are willing to trust businesses than their national government, their local government, and the media. Additionally, consumers are giving brands permission to play a bigger role in their well-being: Nearly half of US (47%) and UK (48%) consumers rely on brands for overall advice on how to stay healthy, and about a third (32%) of US respondents and 33% of UK respondents look for brand guidance on how to manage stress and anxiety. Similarly, if consumers observe that a company has contradicted its values, 18% of US, 26% of French, and 23% of Singaporean consumers say they would stop doing business with that company permanently.