The better the question. The better the answer. The better the world works. У вас есть вопрос? У нас есть ответ. Решая сложные задачи бизнеса, мы улучшаем мир. У вас є запитання? У нас є відповідь. Вирішуючи складні завдання бізнесу, ми змінюємо світ на краще. Meilleure la question, meilleure la réponse. Pour un monde meilleur. 問題越好。答案越好。商業世界越美好。 问题越好。答案越好。商业世界越美好。

If brand + trust = value, how are you solving the equation?

Exploring how brands’ actions impact consumer trust and buying decisions.

Is there a link between consumers’ trust in a brand and their willingness to spend money on it? We conducted primary UK research to find out.

Brand equity no longer exists solely on a company’s balance sheet but in the minds of its consumers, employees, suppliers and other stakeholders.

EY - 81% of consumers agree that the behaviour of a company is as important as the products that us sells

EY - Consumers would boycott a brand that they no longer trust

Read our latest report to discover:

  • Consumer values that matter and the consequences on shopping habits of a company’s betrayal
  • The role and importance of different channels (word-of-mouth and social media etc.) in shaping a brand’s reputation
  • Our four-step programme in establishing an assurance framework to safeguard and grow brand value

There’s no time to lose. In order to earn and inspire trust, and gain competitive advantage, businesses need to focus on outcomes that matter to their consumers and wider stakeholders.

Download the snapshot infographic now.

About the survey
We commissioned independent research in which a nationally representative sample of UK consumers were asked about the effect that brands’ actions have on their shopping habits and if there was ever a point at which values overtook value when shopping for everyday products. The survey was conducted via an anonymous online poll.

Contact us

Julie Carlyle

EY - Julie Carlyle

Partner and Head of Retail, UK and Ireland
Ernst & Young LLP


Ross Jackson

EY - Ross Jackson

Associate Partner,
Financial Accounting
Advisory Services,
UK and Ireland
Ernst & Young LLP