How are brands reacting?

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The list is long and, although it may seem common, brands need to run in the opposite direction to this trend. Mainly, because this movement brought distrust on the part of consumers, who began to lose confidence in brands, then in the segments that were at the center of these scandals and now it has become a purchasing behavior.

Consumers have begun to do more research before accepting brands’ pitches. According to a survey conducted by Adobe , which interviewed nearly 6,000 consumers, more than half (57%) would stop buying from a brand after a breach of trust.


Research shows that 7 in 10 business leaders find it harder to gain and usa phone number list maintain consumer trust today than they did two years ago. And this is a warning for brands, as Brand Trust is an old topic within companies, but it needs to be brought back into the discussion.

Following the cases presented, brands were transparent, kind and admitted their mistake. This is a good way to go, as 71% of respondents said brands should show empathy by looking at what is offered from the consumer's perspective and understanding what is important to them.

In the Instagram post below, BK apologizes to its customers and says they changed the name of the burger to avoid misleading consumers.