Ask most Americans which companies they trust and the same names will surface: Apple, Google, Amazon, and maybe even Walmart.
But when pressed as to why, the answer is usually something like this:
- I trust Apple because they have innovative products.
- I trust Google because their search feature is easy to use.
- I trust Amazon to deliver my packages very quickly.
- I trust Walmart to have the lowest prices.
So does this mean these companies should be trusted? Sounds more to me like we are talking about customer loyalty or brand loyalty and not so much about trust.
In fact, many would argue that these four are far from trustworthy. Just ask Apple’s factory workers, Google’s privacy critics, Amazon’s publishers or Walmart’s suppliers what they think.
So let’s not generalize the word “trust.” If we are going to talk about it, we need to clarify what we really mean!
Earlier today I read the following article about how IBM can help Apple with its trust issues. It sheds a bit more light on the confusion between brand loyalty and trust.
And my friend Charlie Green recently wrote this blog post called If Trust Is So Far Down, How Come– which confirms the need to use the correct terminology.
What do you think? Do we have a definitional issue, and if so, how do we overcome it?
Barbara Brooks Kimmel is the Executive Director of Trust Across America-Trust Around the World whose mission is to help organizations build trust. She is also the editor of the award winning TRUST INC. book series. In 2012 Barbara was named “One of 25 Women Changing the World” by Good Business International.
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Should you wish to communicate directly with Barbara, drop her a note at Barbara@trustacrossamerica.com
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