Speaking as part of Campaign’s documentary series, The Trust Crisis: Marketing’s Biggest Challenge, he argues that the industry would do well to look at the causes as well as the symptoms of ad-blocking. He explains: "Ad-blocking is a symptom of what’s not working today. People are voting with their feet, people are frustrated and annoyed by the ad experience."
Keith Weed, the CMO of Unilever, says that trust generally is lower in the world with turmoil resulting in declining trust in politicians, CEOs and big businesses. He says: "Actually brands have fared better than most but there is suspicion around industry generally."
At the same time Sanjay Nazerali, CSO of Carat Global, says the way in which trust manifests itself and is built has fundamentally changed among consumers. He argues that trust has shifted from a value system built on belief and faith and the "beautiful fiction of stories told on television" to the reality of peer-to-peer experiences and reviews on social media. (1:19 in the above video)
Watch the full documentary below.
More in this series: