New research from Adobe revealed the role trust plays in ensuring customer loyalty and maintaining a positive brand reputation. The 2022 Adobe Trust report surveyed over 12,000 consumers and 2,000 senior executives from 15 countries. The results show a consistent alignment over what is required to earn and maintain consumer trust. The report reveals digital channels are equally important as in-person; however, responsible use of data is critical. 73% of respondents said they are concerned the data brands collect is not for their benefit, with 81% saying having a choice over data usage is important. A further 84% highlighted the importance of privacy and data security.
Download the 2022 Adobe Trust report.
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