don’t lie and provide proof The banking Royal Commission in Australia has uncovered what appear to be some very unethical and possibly illegal activities. Research suggests that this has further eroded trust in banks and related businesses. This is the second of five thoughts addressing what can be learned from the reported behaviour of banks […]

don’t lie and provide proof The banking Royal Commission in Australia has uncovered what appear to be some very unethical and possibly illegal activities. Research suggests that this has further eroded trust in banks and related businesses. This is the second of five thoughts addressing what can be learned from the reported behaviour of banks and other businesses that have lost consumer trust. Trust is central to effective branding and essential to successful brand loyalty. These issues have been addressed at length in previous articles. The focus here is the capacity to destroy trust through lying. Research completed in 2016, and replicated a number of times since, has found that 60% of adults lie at least once every 10 minutes. What is more, such lying occurs in communication with a range of people; friends (75%), siblings (73%), and spouses (69%). If consumers lie this often, it is not surprising that:…