Family and friends convey strong trust
The study highlights the growing influence of non – advertising techniques in order to engage a trusting relationship with consumers . While the adblockers and the RGPD have been there, today’s generation sorts the sources of information with the baton. “The consumer decrypts, advertising is there to create brand stories and sell, the consumer knows it very well, so it takes honest advertising that tells a story of honest products , “ adds Gautier Picquet at Publicis.
To the question, which sources do consumers trust, the French say a big yes to friends and family with 72% , ahead of the Internet (64%), the social media (42%) or blogs (40%). “In this data-driven society, we should not forget the intangibles that PRs can do – they can create credibility, authenticity, and desire,” says Emily Morgan, The Red Consultancy, via the press release. Kantar Press. Context also plays a major role: 65% of them claim to be neutral to advertising or even say they like it , when 48% are more appreciative of ads on their favorite platforms.