A recent study found that 42% of people surveyed distrusted brands, and 69% distrusted advertising as a whole. Further, 37% said they trusted brands less than they used to, and 43% reported trusting advertising less than they used to. As interesting is the finding in another study that 90% of people are influenced by advertising. […]

A recent study found that 42% of people surveyed distrusted brands, and 69% distrusted advertising as a whole. Further, 37% said they trusted brands less than they used to, and 43% reported trusting advertising less than they used to. As interesting is the finding in another study that 90% of people are influenced by advertising. Together, these and related findings might suggest that while people are sceptical about brands and advertising, they are still impacted by the messages being communicated. I suspect this is right. That said, the initial findings above demonstrate a growing scepticism about brands and advertising and the claims they make. It is also interesting to note findings from the second study indicating that: 42% of consumers consider online advertising the least trustworthy38% of consumers consider social media advertising the least trustworthy While online media might be more accountable and cost-effective, this study suggests that it is…