This Microsoft Advertising white paper highlights how brands can accelerate growth by building trust, love, and loyalty. Based on consumer research, it shows trust is essential—85% of consumers consider brands they trust, but only 7% love a brand they don’t trust. Trust stems from security, authenticity, shared values, and inclusive experiences, and varies across verticals like travel, finance, retail, and auto. Authenticity also differs—retail demands value, finance values service, and travel prioritizes personalized experiences. The report urges marketers to align messaging with what truly matters to their audiences.

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