GfK survey: advertisers losing trust
According to the latest GfK Trust Index, only 28 percent of those surveyed trust the advertising industry. This puts creatives in second-to-last place, ahead of politicians. Forty-one percent expressed trust in journalists, while 39 percent trust marketing professionals.
According to the latest GfK Confidence Index, advertising people are in a bad way. 72% of those surveyed have no trust in creative professionals. While 32% had confidence in the industry in 2008, only 28% still do in 2009. Only politicians fared worse, with a full 82% distrusting them (2008: 83%). Journalists do not fare much better. Only 41 percent of those surveyed expressed their trust in them. The proportion thus remains the same as in the previous year. Marketing people are close behind, with only 39% trusting them (2008: 38%).
This means that communicators are in the same boat as bankers and top managers. They have lost trust, particularly in the past year. Among bankers, the proportion fell from 45% to 37%, among top managers from 36% to 33%. The people surveyed have a particularly high level of trust in the fire department (92%), teachers (85%), postmen (81%), doctors (81%) and the military (81%).
This means that communicators are in the same boat as bankers and top managers. They have lost trust, particularly in the past year. Among bankers, the proportion fell from 45% to 37%, among top managers from 36% to 33%. The people surveyed have a particularly high level of trust in the fire department (92%), teachers (85%), postmen (81%), doctors (81%) and the military (81%).
