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Mar 10, 2021
Josh Mcloughlin
Trust has never been more important or in shorter supply. Advertisers and marketers used to think winning loyalty was the ultimate campaign aim. But if the public does not trust a brand to begin with, building the loyalty needed for long-term success is that much harder.
“Trust is the fundamental reason brands came into existence and why they became so valuable”, says Matt Waller, creative director of London-based advertising agency Recipe.
Yet trust in many public institutions is declining. This year’s
Edelman Trust Barometer found that confidence in government (-8 points), the media (-6 points), NGOs (-6 points) and business (-3 points) was down as the pandemic, protests and politics polarised opinion. In the resulting “infodemic”, trust in all information sources slumped to record lows.
Our editors’ weekly take on humanitarian news, trends, and developments from around the globe.
On our radar
Attack leads to aid ‘review’ in northeast Nigeria
An attack by jihadist fighters this week on the garrison town of Dikwa and its humanitarian hub is forcing aid agencies to rethink their deployment to all vulnerable “deep field” locations in northeastern Nigeria, a senior aid official told The New Humanitarian. Twenty-six aid workers were forced to shelter in the hub’s recently constructed bunker on 1 March – and into the next day – as the assault by Islamic State of West Africa Province (ISWAP) continued. It was the fourth attack this year on Dikwa – one of the Nigerian military’s so-called “super camps and where it has concentrated its forces. ISWAP ransacked and torched the hospital and the offices of several international NGOs in the town. They also assured residents they weren’t the targets and wouldn’t be harmed if they stayed indoors, and r
Man accused of using claw hammer and knife in attacks countypress.co.uk - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from countypress.co.uk Daily Mail and Mail on Sunday newspapers.