William Joseph Communications

Gaining Customers' Trust in the Age of Millennials

Trust is a shrinking commodity. One might think that with the propagation of exhibitionist social media and an overflow of un-gated information we would feel we know more about each other and our businesses. This supposedly overt transparency is actually making us less trusting. We’ve seen more and more that most institutions and people, from the pillars of our society—big banks and government—to local businesses, athletes, and professionals, are not entirely genuine or upfront about their actions and intentions. People have always known this, but never have we been inundated with examples of people’s duplicity, professionally and personally, so frequently.

Several studies over the past few years (by Pew and others) have found that younger generations are far less trusting than their elders. Of Millennials—defined by Pew as people born after 1980—only 19% believe that most people can be trusted. For them, trust is not assumed. It must be earned.

Millennials are more skeptical of companies’ promises about their services, products, and operations. As the most populous generation, Millennials now dominate B2B and B2C markets. They’re the ones buying your consumer products and making purchasing decisions at companies however they’re even more distrustful of authorities and established entities. This presents a challenge for businesses targeting individual consumers and businesses, but it’s also an opportunity for those able to make a more authentic connection with them and prove they are worthy of trust.

Companies must build a trusting relationship throughout the consumer pathway if they’re to connect with these customers and earn their loyalty. If a customer begins to question a company’s authenticity, capabilities, or promise at any touch point, trust can be irreparably harmed.

In the B2B buying space, this is even more important. In this space, customers are often signing high-value contracts for goods or services that have a significant effect on their company’s bottom line. Often, they are purchasing services or customized products. Service-focused companies or those offering customized products rely on trust and credibility more than any other because the customer is buying something that has yet to be created. Unlike with a product, such as a physical item or piece of software, the customer cannot evaluate a service or customized product before purchase. It takes a great deal of trust to purchase something that doesn’t exist yet.

Here are a few key points to help you establish and protect trust with your customers:

  1. Poor design and copywriting can damage your credibility and a customer’s trust in your product or abilities. Ensure all your marketing assets, from your website to your business card authentically demonstrate your brand, your value, and your professionalism and attention to detail. If your marketing isn’t in order, people will wonder what else isn’t in order.
  2. Social media can make a company more transparent and prove its authenticity. Use social media to give customers a sense of your character and personality. Millennials don’t like to meet sales people face-to-face as much, but you can still help them know you, on their terms.
  3. Offer value with no strings attached. Publish content that informs, educates and presents your perspective. This content is an outreached hand with a true offer of value, not a masked sales pitch. If it’s strong content that is relevant to your customers and your business, they’ll have more trust in your abilities and appreciate your help.
  4. Feature testimonials and customer stories. The second most trusted form of information after recommendations from personal connections is consumer opinions posted online. Seventy per cent of people trust these reviews completely or somewhat (Nielson Global Trust in Advertising Survey 2015). Featuring testimonials on your website or in your other marketing initiatives allows prospective customers evaluating your trustworthiness to see that others have had a positive experience. They’ll trust your credibility, capabilities, and integrity more after reading recommendations from others.
It's only fair to share...
Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someone
> Back to Blog


Friday, February 15th, 2019 at 11:05am
The latest edition to the WJ art collection is very special! Did you know Freddie had a diploma in graphic design and created multiple album covers and the now famous Queen crest? As an agency with a strong design foundation, we're honoured to be in such company. #FreddieMercury https://t.co/tU6sG0Jgrv wj_agency photo
Wednesday, February 13th, 2019 at 9:01am
#GrandePrairie - we have a Valentine's Day surprise for you! Our CEO Ryan is hosting a Ryan's Roundup in your city tonight! Come meet pros from all industries for a night of networking fun! Sign up! https://t.co/OlzaLDQ9TW
Thursday, February 7th, 2019 at 11:16am
Team lunch for our Client Services and Operations teams yesterday was long overdue! #wjculture https://t.co/tWBjaN3ZzT wj_agency photo
Wednesday, February 6th, 2019 at 2:57pm
Who watched the big game on Sunday?! One thing that got us thinking - is the $5 mill price tag for a 30-second ad spot worth it? Check out our blog to find out: https://t.co/pBp4skLPKn #SuperBowl2019
Tuesday, February 5th, 2019 at 2:51pm
It's the first Thursday of the month, you know what time it is: Join us for a night of fun and meet some of #YYC's biggest movers and shakers at Ryan's Roundup! 4:30-7PM at #Ranchmans, sign up! https://t.co/oWXmD1nxsN https://t.co/ohxRKdj2Fn wj_agency photo


William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsFriday, February 15th, 2019 at 4:23pm
We love TWT Group Inc. and wanted to show them just how much on Valentine's Day yesterday! These will come in handy for the long weekend!
William Joseph Communications
William Joseph CommunicationsFriday, February 15th, 2019 at 1:46pm
The latest edition to the William Joseph art collection is a special one!

A talented showman (to say the least), Freddie Mercury had a keen sense for both theatrics and design. The Queen front man had a diploma in graphic design from Ealing College of Art and applied his visual talents to various Queen projects, including multiple album covers and the now famous Queen crest. Did you know that the creatures included in the logo (two lions, two fairies and a crab) represent the zodiac signs of each band member?

Coincidentally, many pop culture legends have or had a background in graphic design, including Pete Townshend, David Bowie and Alan Rickman.

As an agency rooted in creativity and built up of many talented artists ourselves, it's safe to say we're pretty fortunate to be in such company.
William Joseph Communications
William Joseph Communications added 3 new photos.Thursday, February 14th, 2019 at 10:25am
Happy Valentine's Day from ours to yours - we love you SEO much!
William Joseph Communications
William Joseph CommunicationsWednesday, February 13th, 2019 at 4:57pm
The website for our client Hillcrest Financial is live! We've had a blast working with their team on this project and are proud to share it with you all.

Take a look at our work and the amazing services Hillcrest offers!
William Joseph Communications
William Joseph CommunicationsMonday, February 11th, 2019 at 11:52pm
Grande Prairie - A Valentine’s Day surprise. A Ryan’s Roundup in Feb 13 at the Skylark Lounge at the Pomeroy Hotel after work. Who’s in?



Thursday, February 14th, 2019 at 3:24pm
  • 46
  • 1
Thursday, February 14th, 2019 at 12:57pm
  • 33
  • 1
Thursday, February 14th, 2019 at 10:36am
  • 50
  • 5
Thursday, February 7th, 2019 at 2:20pm
  • 35
  • 1
Monday, February 4th, 2019 at 3:59pm
  • 56
  • 2