TRUST: THE CHALLENGE OF HUMANIZING BUSINESSES AND BRANDS

The Icreo 2018 Study, which measures the perception of closeness and transparency of people in institutions and companies, reveals a crisis of confidence, in which AFPs and political figures are the categories worst evaluated by consumers.

The Icreo 2018 study “Trust, the challenge of humanizing businesses and brands”, developed by the consulting firm Almabrands, measures the level of trust that consumers have in companies and institutions in the country based on five dimensions: Honesty-Transparency, Responsibility, Empathy, Support and Proximity

One of the relevant results is the abrupt fall of Carabineros, an institution that in 2016 was ranked as the second most reliable among Chileans.

Within the private world: Sodimac, Samsung, Copec and Latam are the five companies most valued by Chileans.