Since COVID-19, two dimensions have been increasingly considered and communicated by companies and brands: first, the question of meaning, the much-cited purpose, and second, the environmental dimension.

Many companies and brands have linked these two dimensions in their communications, whereby a heightened environmental focus and the communication thereof also serves to answer the question of purpose.

Does this create trust? Trust is a complex value, and the current CASH-BEST2TRUST study has shown us once again that, with few exceptions, trust in most brands has fallen compared to 2020.

In our study, we also measure, among other things, the dimension of proximity, because the closer I let a company or a brand get to me, the more I engage with it, the stronger this is as a proof of trust.

However, "proximity" requires two things: first, the basis of service delivery must be right. A company or brand must clearly differentiate itself from other offers in the market in order to be perceived as independent, and it must be relevant. Relevance means: what improves, eases, or better entertains me as a customer or consumer when I choose this company, this brand, or this service?

This differentiation and relevance are the basis for any form of smart, multimedia communication that brings these dimensions closer to me in a creative and emotional way, thus building trust. The continuous experience of these differentiating and relevant services – always combined with emotional communication – turns me into a regular customer.

So forget the "quick fix" where a quickly implemented environmental measure solves the purpose for you right away. Today, an environmental focus is a basic benefit and only in rare cases suitable for bringing about strategic differentiation or creating a relevant customer experience. One of my American mentors always says about simple, quick answers: "...we have to dig deeper...!" Marketing has not only become more complicated because of digital channels, but above all due to an unbelievable interchangeability of offers. This explains the loss of trust in many brands, but for all those who concern themselves intensively with the dimensions of differentiation and relevance, it is the opportunity to build proximity and thus a basis of trust that can also be seen in the commercial results in the medium to long term.

"stop more of the same – dig deeper"