Brands strive for authenticity as audiences turn a skeptical eye toward ads
Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global respondents trust businesses. The figures are even more dramatic in the US, where a mere 48 percent are similarly trusting, down from 58 percent in 2017. Brands clearly need to re-evaluate their messaging strategies if they are to regain the public's confidence...
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by Idham Azhari
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