Disrupting Distrust: How to Gain Consumer Confidence in the Digital Ecosystem Elizabeth Doupnikhttp://lizdroupnikwwd.wordpress.com Consumers' research isn't kept to product inquiries alone. Shoppers — especially Millennials and Gen Zers — seek brands and retailers that offer product development transparency — including the supply chain. These and other insights were offered in a recent white paper released by Accenture, "Trust in the Digital Age," which also provides a road map for securing consumer trust amidst data breaches and general level of hesitation. To collect the insights, Accenture surveyed 25,426 consumers in 33 countries during July and August 2016. The goal of the survey was to gain updated understandings of buying preferences and current consumer attitudes. Shoppers are frustrated when brands don't deliver or meet expectations. "The particular breach of trust has serious consequences. Among our survey respondents, 63 percent indicated they would start looking for alternative providers and 53 percent would stop doing business with that company immediately," the report said. This doesn't mean that shoppers won't lend personal information freely — just as long as they're assured it will be kept secure. "Fifty-seven percent will share information if they know it won't be sold or shared. Nearly as many [56 percent) will share information if they can be guaranteed that data protection safeguards are in place. Their concerns are
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