Breaking Consumer Trust

Watch out, Ford and Firestone. According to the Booth Harris Trust Monitor, a whopping 82% of consumers stop using a company's products or services when trust is broken. The
Trust Monitor, commissioned by PR firm M Booth & Associates and conducted by Harris Interactive, studied the dynamics of consumer trust, from March 12-20, among a sample of
1,252 American adults. Respondents indicated breaches of trust that have led to personal boycotts of Firestone (58%), Nike (46%), AT&T (37%), Exxon/Mobil (32%) and United
Airlines (32%).