B2B decision makers show low trust in advertising

B2B Decision Makers Show Low Trust in Advertising

By Khairat Asokomhe

In today’s highly competitive market, trust has become critical for customer loyalty, brand reputation, and long-term success. This is especially true for businesses that sell to other businesses.

A new study by IPA, in partnership with the Financial Times, highlights how trust is shaping B2B buying decisions, brand loyalty, and overall performance. The research, titled “Bridging the Trust Gap,” explores how B2B sectors perceive trust and the role media can play in strengthening it.

The Trust Gap in B2B Advertising

While B2B decision makers generally have limited trust in advertising, the study found the trust gap between how much they trust ads and how vital trust is when choosing a supplier is narrower than in sectors like finance and insurance.

WARC reports that even with this smaller gap, advertising still suffers from a low trust baseline. Improving this level remains key to long-term credibility and marketing success.

Why Trust Matters More Than Ever

The research shows that many business leaders believe trust in companies is more important now than ever. Factors like less face-to-face interaction, data security risks, and public failures have made trust more valuable.

Most leaders accept that trust builds loyalty, strengthens brands, and provides a competitive edge. However, fewer than half measure it regularly, and only about 22 percent track it at board level.

The Role of Trusted Media Channels

Interestingly, despite low trust in ads, companies that advertise through trusted media channels with strong editorial oversight tend to gain more credibility.

Today, brands must build, maintain, and grow trust if they want to stand out. Without trust, even the best marketing message will fail to connect with audiences.

Brands that stay transparent, deliver consistently, and engage genuinely will have a better chance of building strong, lasting relationships and staying ahead in the market.