According to recent research by Twilio, a customer engagement platform, UK marketers seek authenticity and turn to first-party data for improved personalisation and customer experiences, acknowledging the need for genuine connections in an era of eroding trust.

Twilio’s Relationship Economy 2023 Report reveals that a staggering 92% of UK marketers express concerns about the erosion of consumer trust due to poor marketing practices. This highlights the growing recognition within the industry for the need to foster authentic and trustworthy relationships with customers.

To gather the information shared in the report, Twilio surveyed over 6,000 consumers and 1,800 marketers across Europe. Findings suggest that consumers have an emotional affinity towards an average of 4.75 brands; this points to a readiness among modern consumers to seek out variety and challenge the traditional notion of long-lasting brand loyalty.

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