2023-07-25-Edelman-2023年信任晴雨表报告_56页_2mb

The Collapse of the Purchase Funnel Summary

The 2023 Edelman Trust Barometer Special Report analyzes a global shift in consumer behavior, driven by increased vulnerability and societal threats. Key findings include:

• Overview: The traditional linear purchase funnel has collapsed due to ongoing consumer relationships and trust-driven dynamics, with purchase often being just the start of a journey.

• Consumer Vulnerability and Societal Threats: Consumers express high worry about climate change, inflation, global conflicts, misinformation, and health issues, leading to a greater focus on brands that address these vulnerabilities. Gen Z particularly emphasizes safety and authenticity, increasing scrutiny of brand actions.

• Shifting Consumer Behavior:

  • Consumers are more price-conscious, research-intensive, and focused on a brand's health, environmental, and geopolitical impacts.
  • Ongoing engagement with brands for value, information, or savings has surpassed transactional purchases.
  • Trust-building is crucial; direct interactions help reinforce brand competence, ethics, and relevance.

• Gen Z's Transformative Influence:

  • Gen Z influences online shopping, social engagement, and brand feedback, demanding transparency and accountability from brands.
  • They prioritize brands that align with values, rewarding those that act on societal issues while penalizing inauthentic ones.

• New Paradigm of the Trust Loop:

  • Brands must prioritize ongoing relationships through the Trust Loop: purchase as a starting point, engagement that builds trust, and trust driving loyalty and advocacy.
  • This loop replaces the broken funnel by focusing on consumer vulnerabilities and proactive brand actions.

• Trust as a Core Driver of Growth:

  • Trust is essential for consumer loyalty; trusted brands see higher purchase, retention, and recommendation rates.
  • Building trust involves being transparent, owning mistakes, and being relevant to cultural and societal issues.

• Methodology Notes: The report uses 2023 survey data from 14 global markets, with mathematically significant changes identified through t-tests at a 99% confidence level. Data reflects shifts from 2022, highlighting trends in consumer attitudes across demographics and regions.