Examining how trust impacts engagement and action, conducted The Trust Factor. The survey supports theories we’re all familiar with, noting that consumers have a great deal of exposure to product reviews and information, and feel more empowered, with a higher level of entitlement than ever before. See the full report here, some notes below.

· 84% surveyed say that being trustworthy is a requirement before interacting with a brand.

· 82% say that they combine/aggregate info from a variety of sources before any action.

· Considered most important for trust from brands: Accuracy, Relevance, Expertise, Fairness, Transparency.

· Reviews Inspire Trust Twice as Much as Facebook “Likes”.