I have become keenly aware that many corporations produce products that would not withstand the scrutiny of activists, scientists, news media, Oprah, disgruntled customers or ambulance chasers. Not to mention the 330 million inhabitants of North America. The public is so engaged right now–they are questioning everything. Trust of corporations and their brands is at an all time low.

There is invariably something questionable lurking in many brands’ manufacturing processes or business practices. Here are some examples of the many talking points that are heading consumer conversations in the chatterplace:

  1. chemicals from plastic eventually leech into bottled water (most keep them up to 2 years–long after leeaching has occured)
  2. “static removal drier cloths give you cancer”
  3. “organic pesticides have been discovered to have cancer causing benzene” (because it contains carbon which is classified as the key ingredient to be “organic”)
  4. “vapors from household cleaning sprays are inhaled and cause asthma”
  5. “ground down lady bug shells are used for red color in popular fruit juices” (made network news)
  6. “produce from afar is risky and perhaps laden with e-coli”
  7. “price of gas is skyrocketing while oil companies rake in record profits”
  8. “thimerosal (mercury) in first innoculations may be the cause of autism”
  9. “cell phones may cause brain tumors”
  10. “food products from China are dangerous (wheat gluten and melamine–the FDA human resources are so thin, less than 1% of China’s practices can be checked) 
  11. “fermented soy hampers nutrient absorption in children” (that’s soy-based formula)
  12. “wireless networks are frequently breached”
  13. “mercury in green bulbs pose an environmental risk”

I stopped at the “number 13 is unlucky” talking point lest I send your amygdala racing from this post. I am not adding weight to these conversations–they are alive more or less without my intervention. And frankly, there are one thousand and one more buzzing in kitchens, playgrounds and by water coolers.

Most marketers are aware of the skeletons in their closets and I trust uncomfortable with their ominous presence. Work arduouly at removing the offending ingredients or practices in your brands, one by one, and raise a public raucous around your benevolent acts. You will be the white knight to a groundswell of consumers whose trust can only be regained in this manner. Remember, your brand is not its formulation; rather, “your brand is what your customers think”. You’ve heard this again and again–no statement could be more precise.

There is no time to waste waiting for the grim reaper to show up at your door. Be the first mover and win hearts.

Many years ago opthalmic solutions gained an edge with “thimerosal free”. Today “0 transfats” is the hot claim. Dare and Voortman’s were among the first but they failed to trumpet this move. These “we’re doing the right thing” labels are an untapped opportunity to build trust that is dropping like a led weight. But again, send press releases. Get on talk shows. Build campaigns around it. Get into social media. Create grassroot events. Put your good deeds under the bightest lights.

Trust is a brand value like never before. Being “good” is good for profits.