Brand Trust: Trust is the New Brand Equity with Tariq Hassan, CMO of Petco

Following the convergence of several global crises over the last year—the pandemic, widespread economic downturns, financial and health inequities and a national reckoning on racial justice—we’ve seen brands that step up to address the major societal challenges we face receive a giant boost in trust, advocacy, and purchase-intent in return. The reality is, highly trusted brands are seven times more likely to be purchased. Why? Because for the first time ever brand trust matters more than brand love. Trust is the new brand equity. This week, Lee Maicon, our Global Chief Innovation and Strategy Officer and Tariq Hassan, CMO of Petco discuss building brand trust, multi-stakeholder engagement and Petco’s transformation to a health and wellness company.