Netflix, Samsung and Hive are among the top ten innovator brands most commonly perceived as ‘untrustworthy’ by their target audience.
Apple, Etsy, IKEA, Lush, Intel, Microsoft, Samsung, Google, Netflix and Hive all rank highest for innovation according to a recent a YouGov survey conducted on behalf of creative agency Mission Group.
The research, which spoke to 3,000 respondents, also revealed that fewer than a quarter of respondents believe any of these brands are trustworthy, while fewer than a third perceive them as being customer-focused.
The research forms part of the Mission Brand Bonding Index (MBBI) which highlights that brands can’t rely on innovation to win over customers, meaning any weaknesses are critical to managing reputational risk.
The lack of trust and scepticism about customer focus means the brands’ market-leading products and services may not be enough to win customers over.
READ MORE: UK public turning its back on influencers amid deep-rooted mistrust
Only 14% of respondents think Netflix is trustworthy, with less than a third (32%) saying it is customer-focused. Samsung is trusted by almost a quarter (23%) of respondents, although just 18% think the brand is truly focused on its customers.
It’s a similar story across the board, with Intel, Microsoft and Hive all scoring badly for both customer focus (17%, 19% and 6%, respectively). Customer focus is also a low scorer for all brands, with just 6% of respondents perceiving Intel as customer-focused, while Microsoft scores 18% and Hive is just 9%.
“Global leaders in innovation have won the minds of consumers worldwide and there’s no shortage of appetite for their products – many have a near monopoly,” said The Mission Group’s chief executive James Clifton.
“But on the downside there is a notable lack of trust towards many of them and scepticism about their customer focus, with dissatisfaction affecting their brand reputation.
Clilfton continued: “If they’re to maintain their leading positions they will need to address these areas of weakness and win back the hearts of consumers – particularly in these challenging times where disposable income is falling at a record rate and consumers are forced to be particular with where they spend cash.”
“These issues can be a leading indicator of damage to buying behaviour and can’t be ignored. While some of these brands are taking steps to address these issues, there’s clearly more to do.”
The MBBI is a bi-annual index which currently covers 120 brands, from global corporates to UK household brands. The index includes 39,600 data points, as well as 12 source categories, working with BrandWatch and YouGov.
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