Last fall, Harris Interactive discovered that people are growing more and more skeptical of the statements that companies make. In fact, 44% of poll respondents think all 17 industries included in the study are generally not honest and trustworthy. They normally don’t believe company statements. From 2003-2007, such distrust grew from 37% to 44% of respondents.

Because people are growing less trusting of advertising and direct messages from companies, it is important to try to create relationships with your target audience. Relationships build trust. They tear down misconceptions, doubts, and stereotypes. And they do so because they make the unfamiliar familiar.

Of course, not just any relationship will do. You must be authentic. Be transparent. Accentuate your desire to meet their needs with your product or service. If money is your priority, it will likely show and compromise the relationship’s authenticity. But if the customer is your priority, customers will notice and begin giving you the priceless gift of their trust.

People are most loyal to companies they trust. When trust becomes increasingly scarce, it makes earning it all the more valuable.

[via The Experience Economist & The Consumerist]