Foote, Cone & Belding has shared the results of a major global study intended to understand the impact of recent events
on trust in companies, brands and communications.
“People around the world told us that trust was a
luxury that abounds when times are ‘fat.’ Think about the dot.com craze and the trust we placed in people who admitted they were making it up as they went along. Essentially we were all eating at the same trough so we didn’t ask questions. But when times are lean, trust is a luxury we often can’t risk. Many people in Mexico told us that to trust is to be foolish,” said Pines.