“Customers are in the midst of a trust crisis,” Salesforce CMO Stephanie Buscemi recently observed. Citing a Salesforce study, she said “54% of customers don’t think companies operate with their best interests in mind.” Richard Edelman made a similar observation after the Edelman 2019 Brand Trust Survey published earlier this year: “Eighty-one percent say, ‘Trust in brands is an important part of my purchase behavior,’ but only one-third of people say they trust the brands that they buy. So that’s an incredible opportunity for brands... “Trust really matters for brands now. I think it’s a completely new moment for brands where it’s not enough for brands to communicate. You actually have to make a difference.” …see more