Intuit Mailchimp has released a new report titled ‘Brand Trust in the Age of Information Overload’, revealing that brand trust and connection (46%) is the number one factor that drives sales with Australian shoppers.

Other primary characteristics consumers look for when making purchasing decisions include free delivery (47%), regular discount codes and rewards (45%), excellent customer service (41%), free returns (38%), and quick shipping (38%).

The report delves into the evolving relationship between brands and consumers, consumer spending motivations, and how businesses can best connect with customers in today’s climate. The research was conducted online by Sapio Research in February, and is based on a survey of 10,000 consumers across nine countries, including 1,000 in Australia.

The report also identified marketing mishaps to avoid, such as repetitive or unimaginative emails, unsubstantiated claims about brand purpose, inability to view an email properly on their device, and biased/partisan commentary on social or political issues. Australian consumers will unsubscribe if a brand sends more than three emails per week. Nearly a third (34%) of shoppers have started trusting in brands less amidst the rise of misinformation.

The report suggests several data-led marketing tactics to build trust and drive sales, including focusing on quality service, asking for data and providing value, galvanising brand advocates, communicating transparently, living up to brand promise, and leveraging smart discount strategies.

Chief Sales Officer at Intuit Mailchimp, Adam Anger, said: “Never has it been more important for Australian brands to build trust and engage with their customers, as businesses continue to grapple with a challenging economic environment. With an ongoing cost of living crisis and reduced consumer confidence, our latest research findings have uncovered a profound shift in consumer expectations – beyond just great products, Australians crave trust in the brands they choose. Building lasting relationships has become crucial for sustainable success. It’s not merely about catching eyes momentarily; it’s about weaving a narrative of trust that stands the test of time.

“By embracing authenticity, relevance, and personalised experiences, brands can forge deep connections with their audience, nurturing loyalty that transcends passing trends. Each message becomes a chance to make a meaningful impact. In this journey of consumer-brand connection, it’s the personal touch that truly leaves a lasting impression. With the vast majority of consumers (62%) welcoming greater personalisation – both parties have the potential to win.

“As Australian customers evolve, it’s crucial for marketers to align with these evolving preferences and needs, shaping strategies that foster enduring relationships. Brands dedicated to comprehending their customers and maintaining brand integrity are not only poised to earn trust but also to realise the rewards they strive for.”