Long‑term evidence proves advertising that builds trust consistently outperforms on sales, profit, loyalty and brand strength.
Drawing on decades of IPA Effectiveness Databank evidence, this report shows that advertising which actively builds brand trust is far more likely to deliver significant commercial gains, including sales, profit and market‑share growth. It also highlights how the most effective trust‑building campaigns outperform on brand quality, loyalty and pricing power, reinforcing trust as a core driver of long‑term effectiveness.
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