UK consumers vote M&S as most trustworthy company

Despite its recent troubles, Marks and Spencer has topped a poll of Consumer Association (CA) members as the most trusted company, while Marlboro has emerged as the least trusted brand.

Despite its recent troubles, Marks and Spencer has topped a poll of

Consumer Association (CA) members as the most trusted company, while

Marlboro has emerged as the least trusted brand.



The results of a survey of 2,000 CA members, conducted by the

association and thinktank the Future Foundation, was announced at the

Communication Directors’ Forum last Saturday.



In order of popularity, company qualities such as honesty, fairness,

trustworthiness, helpfulness, innovation and friendliness came out as

most important among consumers.



Brands like Marks and Spencer, the BBC and The Body Shop consistently

matched the qualities, while Nike, Channel 5, Sky, Marlboro and

Microsoft were perceived most negatively.



The research explored the importance of good corporate citizenship,

which the researchers believe is a crucial part of branding. ’Trust is

at the heart of relations with customers, regulators and government,’

said Leslie Sopp, CA marketing research head.



Leader, p9.



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