Whatever brands do, they need to follow the general principle of transparency, understanding there’s a huge group of consumers right now who just don’t trust them,” said Lisa Pearson, VP of global marketing at Bazaarvoice in a January 30 interview with eMarketer. “There’s only upside to opening up and giving people the ability to talk about your brand. That’s going to become the expected norm.
— Millennials Look to Digital Word-of-Mouth to Drive Purchase Process - eMarketer
