Lyndall Spooner, founder of Fifth Dimension: Why you shouldn’t trust your brand trust score

Lyndall Spooner, founder and CEO of leading strategic research agency, Fifth Dimension, has delivered compelling research proving that brands that are tracking how much they are trusted by consumers are placing their trust in the wrong metric.

“Brand trust is a hot topic right now. In recent weeks we have seen the latest publication of the most trusted brands in Australia, and at the same time, I have been asked to present to numerous corporations in Australia our cutting edge research involving trust. Companies that previously promoted brand trust to be a strong brand health indicator are now questioning the value of measuring brand trust based on the science,” Spooner said.

“Trust between a consumer and a corporation is very different to trust between two people or the trust people have in the government or their doctor. Trust is an emotional brain state that allows us to be vulnerable to another person, believing they will not take advantage of us or cause us harm. When we trust people, we can share with them our secrets. When we trust people in government, we hand them power hoping they will act in our…