Let’s rewind time for a minute.
It’s 2010. You’re a brand marketer. Your job? Move consumers through the purchase funnel. Awareness, interest, desire, action. AIDA. It’s a straightforward, linear path.
Your tactics are tried and true. Billboards for awareness. Ads for interest. In-store promos for desire. Discounts to seal the deal.
Purchase complete. End of story. Making money has never been easier. Time for a scotch and a pat on the back, Don Draper-style.
Fast forward to today.
That funnel? It’s dead. Collapsed. Finito. At least, that’s what Edelman is telling us in their 2023 Trust Barometer Special Report.
And you know what… They’re right.
The Trust Loop: Where Purchase is Just the Beginning
See, consumers today don’t follow a neat linear path. They loop, they leap, they linger. Purchase isn’t the end goal—it’s the starting point. The spark that ignites an ongoing relationship between brand and buyer.
Don’t believe me? Chew on this: 79% of consumers directly interact with brands after purchase. We’re talking social media, feedback, brand events—you name it.
And that post-purchase honeymoon phase? Crucial. 78% of buyers say they discover key factors that cement their loyalty after the initial buy.
It’s a cycle. A flywheel. A loop. And the fuel that keeps it spinning? Trust.
Trust: The Not-So-Secret Ingredient for Brand Love
Let’s be real. Consumers have options. Lots of them. So when it comes to deciding factors, trust is right up there with price and quality.
In fact, 88% of buyers say trust is a top consideration in their purchasing decisions. And the benefits of building that trust? They’re tangible.
59% of trusting consumers are more likely to buy a brand’s new products. They’ll choose a trusted brand even if it’s not the cheapest. And when a brand slips up, two thirds of trusting customers are more likely to forgive, stay loyal, and spread the good word.
Trust drives purchase. Purchase sparks engagement. Engagement builds trust. And round and round we go.
In a World of Worry, Brands are Beacons
But building trust isn’t just good business sense—it’s a necessity. Because let’s face it, the world is a wild ride right now.
Climate change. Inflation. Conflict. Health scares. Polarization. Misinformation. Consumers are feeling it all, and they’re looking to brands for reassurance.
71% say brand trust is more important now than ever before. And they’re ready to vote with their wallets. Consumers are five times more likely to buy from brands that tackle climate change, and four times more likely to choose brands that fight racism and champion gender equality.
Gen Z: The Trust Loop Trendsetters
But if you really want to understand the Trust Loop, look to Gen Z. These digital natives are setting the pace for how we all interact with brands.
79% of Gen Z say brand trust is more crucial than in the past. 64% want brands to wear their values on their sleeve at the point of purchase. And if a brand stays silent on social issues? 62% of Gen Z assume they’re hiding something sketchy.
But don’t think you can just slap a rainbow on it and call it a day. Gen Z can sniff out inauthenticity faster than you can say “fellow kids.” 78% say brand engagement often fails because it’s irrelevant, while 56% cite a lack of authenticity.
Navigating the New Normal
So what’s a marketer to do in this brave new world of loops and trust?
First, recognize that the game has changed. The funnel is a relic. Engagement doesn’t end at purchase—it begins there.
Second, prioritize trust at every touchpoint. From your supply chain to your Slack channel, every interaction is an opportunity to build or break trust.
Third, take a stand—but make it a sincere one. Consumers, especially Gen Z, can tell the difference between jumping on a bandwagon and genuine commitment.
And finally, listen. Engage. Respond. The Trust Loop isn’t a monologue, it’s a conversation. Brands that listen to their customers, reflect their values, and respond to their needs will be the ones that thrive.
The Bottom Line
The path to purchase isn’t a straight shot anymore. It’s a winding road, full of twists, turns, and opportunities for connection.
Trust is the compass that guides consumers on this journey. And brands that can earn, keep, and grow that trust will find themselves not just making sales, but building relationships.
So forget the funnel. Embrace the loop. Because in today’s market, trust isn’t just a nice-to-have—it’s the key to everything.
