Why do People Distrust the Advertising Industry?

Trust is the very foundation of advertising; brands strive to have this with their consumers. However, trust seems to be hard to come by in recent years this is down to multiple factors. Consumers are exposed to thousands of images and messages every day, that sheer volume has a big impact on consumers perception of the brands image and their trustworthiness.  That in conjunction with brands being viewed as large multi-million pound companies, rather than an individual or small business it leads consumers to believe they need to become an ‘elite’ someone who has an extravagant lifestyle. In today’s climate being associated with the elite is becoming not a good thing, and it is seen as extremely negative to the general public. The average consumer doesn’t see themselves represented, instead what is advertised is unachievable lifestyles, creating an inherit distrust for customers. Lack of representation in advertising is a much larger issue then just causing distrust, it causes people to compare themselves to the idyllic lifestyle or that standard of beauty which can be exceeding harmful. 

But there is light at the end of the tunnel, there are many things' brands are now doing that is helping build that trust back. Word of mouth is a huge tool in advertising, and now with platforms like Instagram, Tik Tok and YouTube consumers are hearing real reviews from people they trust and relate too. Social media has created a whole new set of rules when it comes to advertising, as it allows their customers to interact with the brands content. Forbes wrote that 62% of Millennials are more likely to become a loyal customer of brands that actively engage with them on social media. So, if used correctly social media can be a huge asset to brands whether the business is big or small and help them reach their target demographic. Brands need to be real and transparent with consumers in this changing climate we are currently in, advertising isn’t the powerhouse it once was.

As a consumer it is very difficult these days to know who you can trust, many brands come across as pushy and disingenuous.  While we know brands are just looking to sell product it does go the extra mile when companies pledge to do more, whether that be with sustainability or inclusivity. In today’s society those things should be a given but unfortunately they are not, which is why as consumers we should be careful where we spend our money.   

-Megan Fisher