Evan CarmichaelSpeaker / Author / Introvert

How to Build a Brand That Consumers Trust | The Impact of Cultural Audits

31 Mar 2015 · 1 min

Watch on YouTube

1:04

Consumers now audit brands on values and ethics, not just price and features. With products largely equal across competitors, shoppers choose based on how companies treat employees and contribute to communities. Trust depends on demonstrated responsibility, not marketing claims.

Chapters

[FOREIGN LANGUAGE] And I think something that has happened the last couple of years that I have noticed, which I think is powerful and it is a sea change, is that the consumer has begun in many ways to perform what I would call loosely a cultural audit of companies, of brands, and of products and services that they are asked to support, to buy. And the cultural audit goes something like, for the first time, businesses recognize that there is parity in the marketplace. Parity on price, parity on features and benefits, and the consumer as a result of that has significant choices as to what they're going to buy and support. But for the first time, they're asking questions beyond the characteristics of the product or the service. They're asking about values. They're asking questions about how you take care of your people, whether or not you're giving back to the community in which they live and work.