?? Let's talk gaps in brand trust perception.

Welcome to the Data-Driven CMO, a weekly newsletter for marketing leaders who use data to build winning brands.

Hello, Marketing Friends!

Thank you for joining me this week!

Let's talk about something we all care about, but don't get to work on every day:

Brand trust and the gap between perception and reality.

Trust in brands is at an all-time low, but many businesses are oblivious to how big this "trust perception gap" really is.

I hope you enjoy this edition of my newsletter!

?? Nataly Kelly

Chief Marketing Officer

Zappi

How much do consumers trust your brand?

Likely, not very much.

But brand trust is more than a buzzword—it's a critical driver of consumer behavior and business success.

As marketing leaders, understanding and cultivating this trust is paramount for us to help our brands and businesses grow.

The Trust Perception Gap

A recent survey by PwC highlights a significant disparity between executive perceptions and consumer reality:

• 87% of executives believe customers highly trust their companies.
• 30% of consumers actually report high trust in those same companies.

This 57-point gap underscores a pressing need for brands to bridge the trust divide.

One of the most disheartening quotes from the study?

When it comes to trust, "...the C-suite may be patting themselves on the back for a job not yet done."

? Resource: Trust: The New Currency for Business, from PWC.

How can you use this important datapoint to drive action?

Actions to Take

• Communicate with greater transparency. Openly share how your products are made, how your data is handled, and what your brand stands for. Consumers value honesty—and they notice when it’s missing.
• Make data protection and privacy a priority. With 83% of consumers ranking data privacy as a top concern, safeguarding their information is non-negotiable. Make your security practices visible so customers feel confident.
• Take care to deliver quality, consistently. Reliability builds trust. Ensure that every touchpoint—product, service, and support—delivers a consistently excellent experience.
• Make sure your brand walks the walk. Consumers can spot insincerity from a mile away. Align your brand’s words and actions to show you mean what you say—especially when challenges arise.
• Foster a culture of trust from within to build trust externally. Trust starts inside your company. Equip employees at all levels to prioritize trust in every customer interaction.

The brands that win are the brands consumers believe in.

Trust could actually be your competitive edge.

But how can you safeguard if you're currently lacking it?

Bridging the trust gap requires deliberate and sustained efforts.

By focusing on transparency, data protection, and authenticity, brands can foster deeper connections with consumers and drive growth.

CMOs, we have an important role to play here.

?? Who else loves connecting with fellow marketing leaders? I sure do.

• Email me: [email protected]
• Engage with me: LinkedIn | Instagram
• Enjoy my books: Brand Global, Adapt Local | Take Your Company Global
• Meet me in person: Going to any events soon? Let's meet up!

See you next week, marketing friends!