Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Trust

Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Trust


“Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Trust’ examines how and why people are becoming less trusting of the practices and activities of brands and corporations. The report focuses on how traceability is more important than ever when it comes to protecting brand share and what strategies brands can engage to maximise perceptions of trust over their activities and practices

Key Findings

Consumers do not believe that big companies have their best interests at heart and product positioning and marketing is often deliberately misleading because of the focus on profit maximization

There is a growing preference for small brands that consumers deem more “real” and trustworthy and seen as a refreshing alternative to big brands that inherently prompt feeling of distrust

The rate of change currently occurring in society is also fuelling feelings of distrust as consumers become more opposed to products and cultures that they are unfamiliar with – resulting in greater demand for local products

Story-based marketing is an effective way of enhancing trust among people when it comes to new products, by linking production methods and sourcing to greater levels of quality and as a result, trust


This report provides an in-depth analysis of consumer attitudes and behavior when it comes to businesses. It examines how trust is eroding as a result of increased levels of skepticism brought about by issues such as product recalls and safety alerts and the dangers of information being spread via channels such as social media that does not always turn out to be accurate. The report discusses what strategies brands can adopt to ensure that they keep consumers on-side and take advantage of the growing need of trust and transparency

Get access to:

Exclusive analysis of a 48 country attitudes and behavior survey, presented to ensure that the content is applied and relevant to stake-holders across the supply-chain.

Analysis of key attitude and behaviors influencing consumption patterns and recommendations of how best to target such consumption occasions.

Regional comparisons granting unique insight into varying regional and country attitudes to levels of trust.

Detailed matrixes exploring key recommendations for manufactures from a product, targeting and retail perspective; broken down by Food, Soft Drinks, Alcoholic Drinks, and Cosmetics and Toiletries.

Reasons To Buy

Help develop brand loyalty via consumer trust through developing strategies that enhance transparency and trust

Look to develop new and innovative ways to help re-connect with shoppers through promotions based around trust and transparency

Increase willingness for consumers to pay a premium for products because of marketing techniques and quality assurances that enhance feelings of trust and safety

Understand the importance of social and media public relationships and the threat that businesses face as a result of increased media channels when it comes to the spreading of information

Key findings
Executive Summary
Key findings from across the globe
Introduction to Canadean’s Mega-Trend framework
Country report coverage
Introduction to Attitudes and Behaviors series
Overview of five key sub-trends
Attitudes to big brands
Consumer attitudes to large grocery brands
The impact of food scandals on trust
How to create favorable brand perceptions
Key recommendations for manufacturers
Exploring consumer approach to shopping habits
Attitudes to long established brands
Attitudes to new and exotic flavors
Exploring the impact of multiculturalism in society
Trust implications of organic and natural ingredients
Key recommendations for manufacturers
Building trust and confidence in the quality of products
Perceptions of craft-style products
Attitudes to formulation and production methods
Attitudes to scientific endorsements
Key recommendations for manufacturers
Perceptions towards ethical, certified, brands
Perceptions towards environmentally friendly brands
Exploring the importance of ethical claims
Key recommendations for manufacturers
Perceptions of online shopping and the use of private label brands
How are attitudes to private labels changing regionally
Key recommendations for manufacturers
Exploring trust in one’s spending power
Exploring confidence in financial wellbeing
How will improving economic conditions influence trust
Factors that come ahead of trust when consumers are making purchasing decisions
Key recommendations for manufacturers
About Canadean

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