‘Arrogance’ around brand purpose making consumers distrust ads

Consumers are increasingly cynical of brands and advertising, with ‘big business’ scandals and “arrogance” around brand purpose to blame, according to a study by Trinity Mirror.
The research, done in collaboration with Ipsos Connect, looked at consumers’ trust in advertising. It was done using a three-stage methodology, including a week-long in depth “online community”, three-hour workshops and face-to-face interviews with 1,000 people.
The results are n