Research
Danielle Pinnington FREELANCE

Defining trust in an age of sceptical consumerism

12-Nov-2009

Redundancies, pay cuts and big-name retailers hitting the wall – this recession has placed consumers well and truly outside their comfort zones. With all this upheaval, trust is now more important than ever in consumer decision-making, says Shoppercentric managing director Danielle Pinnington. But has the nature of trust changed with the times?