"New research shows that consumers now treat credibility as a non-negotiable - and they're quick to walk when brands fall short. Credibility drives not just consideration but conversion, loyalty, and advocacy."
"Today's audiences see credibility in specific ways, and customer experience can become a brand-building tool. CMOs must focus on 'beasting the basics' in low-trust sectors."
Marketers have historically prioritized attention over credibility, but recent research indicates that consumers now view credibility as essential. The 2025 Brand Credibility Index reveals that brands lacking credibility risk losing customers. Credibility impacts not only consumer consideration but also conversion rates, loyalty, and advocacy. Today's audiences have specific perceptions of credibility, and enhancing customer experience can serve as a powerful brand-building strategy. CMOs are encouraged to focus on fundamental practices to improve credibility, especially in sectors characterized by low trust.
Read at The Drum
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