Adobe’s 2022 Digital Trends report has exposed the risk companies
face if they don’t meet consumer expectations of a trustworthy
In the Asia Pacific region, concerns about trust are more acute than
in the rest of the world, most especially in India when more than half
of those polled are concerned about how companies use their data.
Adobe’s global survey of consumers and senior business leaders,
including 5,000 consumers and 900 senior business leaders from across
Asia Pacific, including South-east Asia, found that today’s digitally
savvy customers expect companies to step up as trust leaders in their
communities, workplaces, and marketplaces.
From living their brand purpose to respecting customer data to
delivering valuable experiences, trust is earned – or broken – with
every experience, the report noted.
For the travel industry, the Adobe research offers key insights into important opportunities for building – and rebuilding trust – and what that means for the bottom line.
Highlights of the Adobe 2022 Digital Trends survey
Hey, what is happening to my data?
APAC consumers are chiefly concerned that data shared with companies
will be used in way they don’t approve of – that data is being sold,
stolen, or used to benefit the company not the consumer.
Two thirds of consumers say that once a company has violated their
trust, they will never give it their business again. Indian consumers
are the least forgiving (74%)
Please, don’t be creepy
Almost three quarters of APAC consumers say great creative content
can boost trust and shows brand care, but the personalisation misstep
most destructive to trust is “contacting me in a creepy way”. The next
biggest turn-off for consumers is sending ads or offers that are
Show that you care
Showing empathy is important, especially proving support in times of
hardship. Companies should understand consumers’ frustrations and know
what’s important to them.
Make it personal
Personal experiences can engender trust - if it’s on consumers’ terms.
of APAC consumers say their trust in brands rises if technology is used
to personalise the experience. Conversely, 74% say poor personalisation
damages brand trust.
AI's OK, but not Down Under
APAC consumers are embracing AI to improve customer experience, but
not everyone trusts it. While 76% of consumers in India say AI is okay,
only 13% in New Zealand and 20% in Australia believe artificial
intelligence can be trusted. Only 12% of South-east Asia consumers will
never trust AI.
If I trust you, I’ll splash the cash
APAC consumers will spend more with trusted brands. Some 40% of
consumers will spend more than an extra US$1,000 per year with a trusted