{"id":855854,"date":"2025-06-15T22:12:56","date_gmt":"2025-06-16T03:12:56","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2025\/06\/15\/not-just-seen-but-believed-trust-is-the-new-mandate-for-marketing-and-comms\/"},"modified":"2025-06-15T22:12:56","modified_gmt":"2025-06-16T03:12:56","slug":"not-just-seen-but-believed-trust-is-the-new-mandate-for-marketing-and-comms","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2025\/06\/15\/not-just-seen-but-believed-trust-is-the-new-mandate-for-marketing-and-comms\/","title":{"rendered":"Not just seen, but believed: trust is the new mandate for marketing and comms"},"content":{"rendered":"
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Marketing and comms puts most of its emphasis on reach when we\u2019d be better served by putting the emphasis on being believed<\/em><\/strong><\/h2>\n

The lack of trust that\u2019s emerged in American society is pervasive. It\u2019s woven into nearly every institutional pillar, and for business, it comes at a high cost.<\/p>\n

People are less likely to buy from a business if they don\u2019t trust<\/a> you. It takes more convincing, more touches, and more proof<\/a> to create a customer. That extra effort drives up costs.<\/p>\n

Multiple surveys<\/a> have demonstrated<\/a> the impact in B2B marketing, as sales cycles have grown longer and required more interactions<\/a>. Marketing at its core is communication, which is the path to building trust, and why cutting the marketing budget makes sales cycles grow longer<\/a>.<\/p>\n

Step back and consider the following statistics from credible studies (click any image for higher resolution):<\/p>\n

Just 23% of Americans trust their government<\/a>, according to the Partnership for Public Service:<\/strong><\/p>\n

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Just 36% of Americans trust the media<\/a>, according to Gallup:\u00a0<\/strong><\/p>\n

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Trust in science remains at all-time low<\/a>, post-pandemic, according to Pew:<\/strong><\/p>\n

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Business is not immune either<\/strong><\/h3>\n

Less than one-third of employees feel trusted by their boss<\/a>, according to Korn Ferry; and conversely, less than half of business leaders trust their employees:<\/strong><\/p>\n

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Customers are more likely to trust other customers<\/a> (50%), employees (17%) than they are social media influencers (10%), journalists (10%), celebrities (7%) and executives (3%):<\/strong><\/p>\n

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Prospects and customers are distrustful of the claims B2B marketing<\/a> makes in content:<\/strong><\/p>\n

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With specific respect to technology, 73% of buyers say \u201cmost vendors fall short\u201d of the honesty mark:<\/strong><\/p>\n

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Not just seen but believed<\/strong><\/h3>\n

Praytell, a US-based marketing and PR firm, tapped YouGov to poll 1,300 Americans<\/a> along these same lines. One finding, in particular, stood out, when the survey asked about the source of information that informs purchasing decisions\u201d<\/p>\n