The digital age has brought about a wave of distrust and people have less patience than ever for businesses that put their customers’ best interests on the backburner. With easy access to information on the internet, consumers are becoming hyper aware of what’s happening throughout the world, and have started to question the authenticity of brands, products and services.

Also playing a role in this lack of trust is the sheer number of safety scares that’s been reported in the media worldwide. Consumers, today, are putting more thought and care into what they are purchasing and putting into their bodies.

Recognising these consumer sentiments, some brands are effectively addressing these concerns. Here, we take a deep dive into the Australian market, uncovering the businesses that have rolled out initiatives aimed at authenticity and are striving to build trust and loyalty.

CREAM OF THE CROP: BULLA

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Australian dairy company Bulla is voluntarily introducing the country of origin labelling on their packaging prior to it becoming mandatory. The country of origin labelling laws in Australia were specifically created following a health scare which saw a number of people infected with Hepatitis A after eating berries sourced from overseas.

Consumers are becoming increasingly educated and concerned about what is in their consumable products, wanting to know where they come from, how they’re made and whether they meet their dietary or lifestyle needs.

Through this new labelling, Bulla aims to showcase the company’s drive for transparency and support for local farmers. As consumers become more concerned about what they are putting into their bodies, brands will need to ensure they’re on the front foot. Being proactive with labelling ensures trust and transparency and will encourage more consumers to engage with the brand.

CALLING ALL DONS: DON SMALLGOODS

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Small goods company DON Smallgoods, a mainstay in Australia since 1948, this year used a series of television advertisements to encourage men and women who go by the name ‘Don’ to feature as the new spokesperson for the company, helping to increase the brand’s authenticity by showcasing how it is a part of everyday Australian life. The nationwide search for ‘Don’ ended up with 1,000 people who were willing to participate.

While it may not be easy nowadays to hold consumers’ attention long enough to build loyalty and encourage repeat purchases, if a brand can create a truly unique and authentic campaign, engagement will follow. Ensuring it is fun and playful without being tacky or desperate is the key.

TRACEABLE CHICKENS: LILYDALE FREE RANGE

LILYDALE

Last year, Lilydale Free Range introduced to the market traceable chicken packs that feature unique codes which can be entered into the brand’s website to trace the journey of the chicken back to its farm of origin. The Australian processed meat industry has endured a difficult time recently, partly due to health concerns surrounding meat consumption, but also by concerns about food safety and the provenance of supply chains.

Lilydale Free Range has attempted to stand out in this difficult market by focusing on transparency, and this approach will appeal in a world where product recalls and safety scandals have made consumers more suspicious and increasingly hungry for information. Scepticism has become a habit, forcing brands to be more open than ever before. Consumers are cynical about the actions of brands, and need to be convinced with definable proof about any of the claims they make.

Lilydale has decided to build trust through its packaging, shining a spotlight on the supply chain by tracing each individual chicken back to the farm. It is essential that brands roll out initiatives that allow consumers to see exactly what they are consuming and where it comes from.

Mintel Big Conversation Melbourne

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Deteriorating faith in institutions of government, businesses and the media has created doubt and confusion among many, weakening consumer trust worldwide. Brands that are building a foundation of trust through friendship and pursuing a progressive agenda will be the winners of this race.

Join Mintel’s expert analysts at the upcoming Big Conversation in Melbourne where they will discuss how consumers perceive trust across industries, and share insights into how brands can win the trust of today’s hyper aware consumer. Register today.

Delon Wang is Trends Manager, Asia Pacific at Mintel. He oversees Trends content and Trends client servicing for the region.

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