Consumers’ Trust in Brands Has Fallen to a New Low. Surprised? Probably Not

In Dmexco keynote, Salesforce’s CMO outlines why consumers are so wary—and what brands can do about it

Illustration of people looking angrily at a computer
Well over half of the participants in a recent study think that companies don’t operate with their customers’ best interests in mind. Illustration: Trent Joaquin; Source: Getty Images

Last September, in the wake of news that the now-defunct Cambridge Analytica had harvested the personal data of millions of Facebook members without their consent and then deployed it for shady political purposes, Mark Zuckerberg found himself beneath the hot lights of a Congressional hearing. Looking uncomfortable in his navy blue suit, sometimes stammering his responses, the Facebook founder offered many an explanation and apology, including:

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.