Trustpilot Finds That Aussies Want Honesty & Transparency From Brands

Hands of unrecognisable businesswoman typing on her laptop.
B&T Magazine
Edited by B&T Magazine

New research by Trustpilot has found that 49 per cent of Australians now consider a brand’s stance on social, political and environmental issues before buying products or services.

Additionally, 94 per cent believe that a brand’s honesty and transparency is important when it comes to purchasing decisions.

The research surveyed 1,000 Australian consumers and looked at the factors that may affect and impact a consumer’s purchasing decisions.

The results reveal that brands which ‘appear to be dishonest or boastful in their marketing’ by over-exaggerating their environmental impact were the biggest turn off for Australians.

  • This comes as 55 per cent (549) of respondents said it would make them unlikely to purchase from the brand.
  • The second highest, at 54 per cent (541) was brands that have ‘unfair or harmful practices’ against employees and suppliers.
  • Thirdly that brands that ‘ignore customer experiences and feedback at 51 per cent (514).

This suggests customer service remains a high priority to consumers, despite the shifting retail landscape from bricks-and-mortar to online.

The research also asked consumers where they go to find out independent information about a brand’s honesty, including its position on social, political and environmental issues before making purchasing decisions.

The top three sources were: social media (46 per cent), friends and family (45 per cent), user-generated reviews websites (43 per cent).

In contrast, 32 per cent of consumers said they would seek out this information from mainstream media such as TV and radio.

This reveals the growing power consumers now hold in influencing how other consumers spend, over more traditional sources.

Alicia Skubick, chief marketing officer at Trustpilot, said: “While more brands are working to reflect the big issues of the day by adopting ethical stances, this research shows that they need to not just act with purpose, but also with integrity — really understanding and representing the values of the customers they are trying to target.

“Our research gives brands a roadmap to honesty ensuring they connect to the growing numbers of consumers who want political, environmental, or sociological issues taken seriously.

“The reality is — thanks to the growing number of consumers sharing and seeking information from independent sources such as review platforms and social media — brands which aren’t acting with their customers’ values in mind now risk being left behind.”

“These days a business is no longer what it tells you it is, but what the consumers say it is.”

Cameron Buckley, country manager ANZ, said: “Australian consumers are now aligning themselves with brands that truly stand for something and act on their words, whether that is in relation to social, political and environmental issues. Australians expect more and are beginning to make brands more accountable on the issues that matter most to them.”

“This research outlines what matters most to Australian consumers and brands should take note that consumers are no longer only looking at the fundamental attributes of a product or service, and this provides an opportunity for brands to evolve their brand purpose in the new year.”

The research was commissioned by Trustpilot as part of its report, Brand integrity: the final frontier for marketing, which aims to find out how much consumers care about the honesty of brands they shop with.

In a world of declining trust and misinformation, Trustpilot works to connect businesses with consumers by gathering open, honest feedback, which helps consumers shop with confidence and businesses improve their service. The report comes as part of the company’s aim of becoming a universal symbol of trust.

Please login with linkedin to comment

brand trust Trustpilot

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]