1. Trust is the New Black
How to Win Consumer Confidence in a
Cynical Age
Diana Verde Nieto
8th April 2014

2. DO YOU TRUST ME?
• I founded a charity that builds schools
• I support Manchester United
• I pay all my bills on time
• I launched three businesses
• I’ve never finished a diet
• I never buy the Big Issue
• I’ve run six marathons

3. WHY DOES IT MATTER?
Trust = Money, honey

4. MILLENIALS BELIEVE THE
PURPOSE OF BUSINESS IS TO:

5. THE CHALLENGES THAT FACE
SOCIETY AND DEMAND THE
ATTENTION OF BUSINESSES
Deloitte – The Millenial Survey 2014

6. (SOME) BRANDS ARE
TRUSTWORTHY
• Have a Social Mission
• Do Social Good
• Increase Social Impact
• Reduce Environmental Footprint
• Innovate
• Care about their communities (internal and
external)
• Improve people’s lives

7. DO YOUR CONSUMERS TRUST
YOU?
70%
of
consumers
trust
brand
recommenda2ons
from
friends
–
only
10%
trust
adver2sing

8. TRUST DON’T LIVE HERE
ANYMORE…

9. 16 ATTRIBUTES TO BUILD
TRUST

10. THE TRUST FORMULA

11. ALLOWING YOUR CONSUMERS
TO SAY ‘I TRUST YOU’
Imagine if you had a 3rd party certificate that allowed your consumers to tell
you and everyone else that they trusted you…..

12. Technology is unlocking people’s sense of their own power
and harnessing it for good
Diana@positiveluxury.com - + 44 203 582 3212
!
w w w . p o s i t i v e l u x u r y . c o m !
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BRA
N
D S T O T R
U
ST
POSITIVE LUX
U
RY