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Exploring the Dynamics of Brand Trust: CMB's Recent Study

In a world driven by consumer opinions and experiences, brand trust has emerged as a crucial factor for business sustainability and success. To gain deeper insights into this dynamic arena, global market research company CMB has unveiled a comprehensive study that evaluates where brands stand concerning consumer trust. This study is particularly relevant in the evolving landscape shaped by advances in technology and shifts in consumer expectations.

Understanding Brand Trust

CMB's mission with this study was to identify and articulate the core dimensions of brand trust. As Lori Vellucci, Senior Vice President and Practice Lead at CMB, pointed out, while many businesses are aware of the significance of trust, few have a granular understanding of what it specifically means to their clientele. With the introduction of a detailed framework and actionable strategies, CMB aims to assist brands across sectors in effectively measuring and bolstering trust.

The impetus for this study stems from the challenges that numerous brands face today, especially in the context of rapid technological changes. Issues related to trust can significantly hinder a brand's ability to recover from setbacks, especially in an age where information spreads rapidly and consumer sentiment can shift overnight.

Key Insights from the Study

CMB's study involved quantitative research that spanned 1,400 U.S. adults, analyzing their perceptions of over 70 well-known brands across three primary industries: Technology, Telecom, Financial Services, and Media & Entertainment. The researchers also included 51 self-led video testimonials where participants elaborated on their sentiments toward brands they either trust or distrust.

From this expansive overview, CMB formulated a Brand Trust Score, which evaluates critical trust attributes such as dependability, transparency, integrity, customer-centricity, responsiveness, and relevance.

Dr. Jay L. Weiner, Chief Methodologist at CMB, highlighted that this scoring system offers valuable insights, enabling brands to understand their standing and pinpoint areas needing improvement.

Trust in Numbers: A Reflection of Consumer Expectations

One of the standout findings from the CMB study is the stark contrast in trust levels across various brands. High-trust brands like PBS, Amazon, and Fidelity possess a distinct advantage, allowing them to distinguish themselves further in the marketplace and shield against competitive threats. Conversely, brands such as Meta and Ticketmaster, which score lower in trust, have potential pathways for improvement. Their focus should shift from merely understanding where their scores are low to addressing what truly matters to consumers.

The research reveals that brands enjoying high trust are more likely to be considered for future purchases, reflecting stronger customer satisfaction. Interestingly, while many brands might gauge trust through simple metrics, CMB emphasizes that trust is multifaceted; six foundational attributes underpin it universally across different sectors.

The Road Ahead for Brands

Moving forward, brands looking to enhance their trustworthiness must recognize the varying significance of each trust attribute, which changes depending on their industry. By identifying and prioritizing the factors most relevant to their consumers, organizations can adopt more effective strategies to cultivate and sustain trust.

For brands eager to measure their standing within the trust spectrum and leverage these insights for strategic planning, CMB's full report offers a detailed overview and practical guidance.

Conclusion

As CMB continues to shape the narrative around brand trust in 2025, it reminds organizations of the power and necessity of understanding consumer perception. Trust isn't just a buzzword—it's a pivotal element of modern business that can determine a company's long-term success or failure. Coastal brands must engage in continuous dialogue with their customers, foster transparency, and deliver on their promises, as they navigate the complex waters of consumer trust.

For an in-depth look at your brand's position on the trust scale and actionable insights to enhance it, explore CMB's full findings.

About CMB

Headquartered in Boston, CMB is a leading consultancy renowned for its innovative insights and strategies. With a commitment to transforming business impact through AI-driven solutions, CMB’s consultants combine deep industry knowledge with cutting-edge technology. As part of the ITA Group, CMB strives to foster meaningful connections between brands and their audiences.