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Why Consumers Are More Skeptical Than Ever (And How Smart Brands Win Them Over)
People aren’t just skeptical these days — they’re outright wary. And honestly, who can blame them? They’ve been sold dreams that turned into nightmares, tricked by hidden fees, and buried under legalese that even attorneys side-eye. According to the 2023 Edelman Trust Barometer, only 34% of consumers actually trust the brands they buy from. If you’re in marketing and that doesn’t make you rethink your approach, you’re asleep at the wheel.
But here’s the opportunity: in an era where trust is in short supply, brands that commit to honesty and ethics stand out like lighthouses in a storm.
A super affiliate for a direct-to-consumer skincare brand that was scratching her head over customer retention issues. Sales looked great — until she realized customers weren’t coming back. Turns out, the company’s marketing made big promises that reality couldn’t cash. When they were persuaded to shift to clear, evidence-backed claims, initial conversion rates dipped slightly, but customer lifetime value doubled in six months.
Lesson learned: short-term persuasion without long-term honesty is just robbing your future self.
