Now comes the next proof, this time more violent than ever: the Havas agency group publishes the results of their study „Meaningful Brands 2021“, which has been collected every two years since 2009. Havas comments on the results: “The survey, conducted amid the height of the global pandemic in mid-2020, shows a dramatic loss of trust in brands – 71 percent of consumers have little confidence that brands will keep their promises. What’s worse, only 34 percent of consumers believe companies are transparent about their commitments and promises. The brand trust measured in Meaningful Brands is at an all-time low. Only 47 percent of the brands are considered trustworthy, with trust figures declining worldwide. “
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