04/09/2025

How Marketers Lose Consumer Trust

But they can win it back

Trust is the foundation of every successful brand-consumer relationship, but it is also fragile. As consumers become more aware of how their data is collected and used, their expectations for transparency, personalization and respect continue to rise.

Many brands, however, struggle to meet these expectations, often unintentionally alienating their audience in the process. To build and maintain trust, brands must avoid three common pitfalls: irrelevant messaging, over-saturating the inbox and mishandling data.

When Messaging Misses The Mark, Trust Takes A Hit

One of the fastest ways to lose consumer trust is by failing to deliver on personalization in a meaningful way. Personalization can strengthen relationships, but only when it is genuinely relevant. Today’s consumers expect their favorite brands to make them feel understood and valued; however, they can quickly feel frustrated by irrelevant content or offers. According to Twilio’s State of Customer Engagement Report, 66 percent of consumers are likely to stop using a brand if their experience isn’t personalized, highlighting the growing importance of relevant, tailored interactions in maintaining trust and engagement.

Please select this link to read the complete article from Forbes.