CINXE.COM

<!DOCTYPE html><html lang="en-GB"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width"/><title>The impact of reviews on brand authenticity and product credibility - Trustpilot Business Blog</title><meta content="The impact of reviews on brand authenticity and product credibility - Trustpilot Business Blog" itemProp="name"/><meta name="robots" content="max-image-preview:large, max-snippet:-1, max-video-preview:-1"/><meta name="description" content="Explore the interconnected concepts, the impact of customer sentiment, and how reviews can boost both brand authenticity and product credibility. Understand how brands can build trust and cut through the online noise."/><meta property="og:title" content="The impact of reviews on brand authenticity and product credibility - Trustpilot Business Blog"/><meta property="twitter:title" content="The impact of reviews on brand authenticity and product credibility - Trustpilot Business Blog"/><meta property="og:description" content="Explore the interconnected concepts, the impact of customer sentiment, and how reviews can boost both brand authenticity and product credibility. Understand how brands can build trust and cut through the online noise."/><meta property="twitter:description" content="Explore the interconnected concepts, the impact of customer sentiment, and how reviews can boost both brand authenticity and product credibility. Understand how brands can build trust and cut through the online noise."/><meta content="https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility" itemProp="url"/><meta property="og:url" content="https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><meta property="twitter:url" content="https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><meta property="og:type" content="article"/><meta property="og:image" content="https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg"/><meta property="twitter:image" content="https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg"/><link rel="alternate" hrefLang="x-default" href="https://business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><link rel="canonical" href="https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><link rel="alternate" hrefLang="en-GB" href="https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><link rel="alternate" hrefLang="en-IE" href="https://ie.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><link rel="alternate" hrefLang="en-US" href="https://ca.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><link rel="alternate" hrefLang="en-AU" href="https://au.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><link rel="alternate" hrefLang="en-US" href="https://business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><meta itemProp="dateCreated datePublished" content="NaN-NaN-NaN"/><meta name="pubdate" content="NaN-NaN-NaN"/><meta name="next-head-count" content="25"/><style> @font-face { font-family: 'TrustpilotDefaultFont'; font-display: swap; font-style: normal; font-weight: 400; src: local('Helvetica Neue Regular'), url('https://cdn.trustpilot.net/brand-assets/4.1.0/fonts/trustpilot-default-font-regular.woff2') format("woff2"), url('https://cdn.trustpilot.net/brand-assets/4.1.0/fonts/trustpilot-default-font-regular.woff') format("woff"); } @font-face { font-family: 'TrustpilotDefaultFont'; font-display: swap; font-weight: 500; src: local('Helvetica Neue Medium'), url('https://cdn.trustpilot.net/brand-assets/4.1.0/fonts/trustpilot-default-font-medium.woff2') format("woff2"), url('https://cdn.trustpilot.net/brand-assets/4.1.0/fonts/trustpilot-default-font-medium.woff') format("woff"); } @font-face { font-family: 'TrustpilotDefaultFont'; font-display: swap; font-weight: 700; src: local('Helvetica Neue Bold'), url('https://cdn.trustpilot.net/brand-assets/4.1.0/fonts/trustpilot-default-font-bold.woff2') format("woff2"), url('https://cdn.trustpilot.net/brand-assets/4.1.0/fonts/trustpilot-default-font-bold.woff') format("woff"); } @font-face { font-family: 'Trustpilot Display'; font-display: swap; font-weight: 700; src: url('https://cdn.trustpilot.net/brand-assets/4.2.0/fonts/trustpilot-display-extrablack.woff2') format("woff2"), url('https://cdn.trustpilot.net/brand-assets/4.2.0/fonts/trustpilot-display-extrablack.woff') format("woff"); } } </style><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/favicon-16x16.png" sizes="16x16"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/favicon-32x32.png" sizes="32x32"/><link rel="apple-touch-icon" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-60x60.png" sizes="60x60"/><link rel="apple-touch-icon" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-76x76.png" sizes="76x76"/><link rel="apple-touch-icon" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-120x120.png" sizes="120x120"/><link rel="apple-touch-icon" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-152x152.png" sizes="152x152"/><link rel="apple-touch-icon" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-180x180.png" sizes="180x180"/><link rel="apple-touch-icon-precomposed" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-60x60-precomposed.png" sizes="60x60"/><link rel="apple-touch-icon-precomposed" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-76x76-precomposed.png" sizes="76x76"/><link rel="apple-touch-icon-precomposed" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-120x120-precomposed.png" sizes="120x120"/><link rel="apple-touch-icon-precomposed" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-152x152-precomposed.png" sizes="152x152"/><link rel="apple-touch-icon-precomposed" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-180x180-precomposed.png" sizes="180x180"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-60x60.png" sizes="60x60"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-76x76.png" sizes="76x76"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-120x120.png" sizes="120x120"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-152x152.png" sizes="152x152"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon-180x180.png" sizes="180x180"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/android-chrome-192x192.png" sizes="192x192"/><link rel="icon" type="image/png" href="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/android-chrome-512x512.png" sizes="512x512"/><meta name="msapplication-TileImage" content="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/mstile-150x150.png"/><meta itemProp="thumbnailUrl" content="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon.png"/><meta itemProp="image" content="https://cdn.trustpilot.net/brand-assets/1.6.0/favicons/apple-touch-icon.png"/><meta http-equiv="content-language" content="en-GB"/><meta content="Trustpilot" property="og:site_name"/><meta content="summary" name="twitter:card"/><meta name="theme-color" content="#000032"/><meta name="apple-mobile-web-app-title" content="Trustpilot"/><meta name="mobile-web-app-capable" content="yes"/><meta name="msapplication-navbutton-color" content="#000032"/><meta name="msapplication-TileColor" content="#000032"/><link rel="preconnect" href="https://cdn.trustpilot.net/" crossorigin="true"/><link rel="preconnect" href="https://cdn.segment.com" crossorigin="true"/><link rel="preconnect" href="https://cdn.cookielaw.org" crossorigin="true"/><link rel="preconnect" href="https://geolocation.onetrust.com" crossorigin="true"/><link rel="preconnect" href="https://widget.trustpilot.com" crossorigin="true"/><meta name="zd-site-verification" content="44g8jk7lku7z2h5xa9f3v"/><style> html { -webkit-text-size-adjust: 100%; -webkit-font-smoothing: antialiased; -moz-osx-font-smoothing: greyscale; -ms-text-size-adjust: 100%; -ms-overflow-style: scrollbar; -webkit-tap-highlight-color: transparent; font-size: 62.5%; } @-ms-viewport { width: device-width; } html, body { margin: 0; width: 100%; height: 100%; min-width: 320px; min-height: 100%; -webkit-overflow-scrolling: touch; } body { font-family: TrustpilotDefaultFont, Arial, sans-serif; font-size: 1.6rem; font-weight: 400; font-style: normal; line-height: 2.4rem; color: #000032; text-align: left; } /* BOOTSTRAP REBOOT/RESET */ *, *::before, *::after { box-sizing: border-box; } article, aside, dialog, figcaption, figure, footer, header, hgroup, main, nav, section { display: block; } [tabindex="-1"]:focus { outline: 0 !important; } hr { box-sizing: content-box; height: 0; overflow: visible; } h1, h2, h3, h4, h5, h6 { margin: 0 0 .5rem; } p { margin-bottom: 1rem; } p:last-child { margin-bottom: 0; } abbr[title], abbr[data-original-title] { text-decoration: underline; -webkit-text-decoration: underline dotted; text-decoration: underline dotted; cursor: help; border-bottom: 0; } address { margin-bottom: 1rem; font-style: normal; line-height: inherit; } dt { font-weight: 700; } dd { margin-left: 0; } blockquote { margin: 0 0 1rem; } dfn { font-style: italic; } b, strong { font-weight: 700; } small { font-size: 80%; } sub, sup { position: relative; font-size: 75%; line-height: 0; vertical-align: baseline; } sub { bottom: -.25em; } sup { top: -.5em; } a { color: blue; text-decoration: none; background-color: transparent; -webkit-text-decoration-skip: objects; } a:hover { text-decoration: none; } pre, code, kbd, samp { font-family: monospace, monospace; font-size: 1em; } pre { margin-top: 0; margin-bottom: 1rem; overflow: auto; -ms-overflow-style: scrollbar; } figure { margin: 0 0 1rem; } img { vertical-align: middle; border-style: none; } svg:not(:root) { overflow: hidden; } table { border-collapse: collapse; } caption { padding-top: 0.75rem; padding-bottom: 0.75rem; color: #6c757d; text-align: left; caption-side: bottom; } th { text-align: inherit; } label { display: inline-block; } button { border-radius: 0; } button:focus { outline: 1px dotted; outline: 5px auto -webkit-focus-ring-color; } input, button, select, optgroup, textarea { margin: 0; font-family: inherit; font-size: inherit; line-height: inherit; } button, input { overflow: visible; } button, select { text-transform: none; } button, html [type="button"], [type="reset"], [type="submit"] { -webkit-appearance: button; } button::-moz-focus-inner, [type="button"]::-moz-focus-inner, [type="reset"]::-moz-focus-inner, [type="submit"]::-moz-focus-inner { padding: 0; border-style: none; } input[type="radio"], input[type="checkbox"] { box-sizing: border-box; padding: 0; } input[type="date"], input[type="time"], input[type="datetime-local"], input[type="month"] { -webkit-appearance: listbox; } textarea { overflow: auto; resize: vertical; } fieldset { min-width: 0; padding: 0; margin: 0; border: 0; } legend { display: block; width: 100%; max-width: 100%; padding: 0; margin-bottom: .5rem; font-size: 1.5rem; line-height: inherit; color: inherit; white-space: normal; } progress { vertical-align: baseline; } [type="number"]::-webkit-inner-spin-button, [type="number"]::-webkit-outer-spin-button { height: auto; } [type="search"] { outline-offset: -2px; -webkit-appearance: none; } [type="search"]::-webkit-search-cancel-button, [type="search"]::-webkit-search-decoration { -webkit-appearance: none; } ::-webkit-file-upload-button { font: inherit; -webkit-appearance: button; } output { display: inline-block; } summary { display: list-item; cursor: pointer; } template { display: none; } [hidden] { display: none !important; } ul li, ol li { line-height: 2; } </style><style> .no-scroll { height: 100vh; overflow: hidden; } .grecaptcha-badge { visibility: hidden; } </style><style data-styled="" data-styled-version="5.3.11">.gNYtSu{width:280px;max-width:100%;position:relative;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;outline:none;border:none;height:54px;padding-left:20px;padding-top:1px;background-color:#FFF;border-radius:3px;cursor:pointer;false;}/*!sc*/ .gNYtSu:hover,.gNYtSu:focus{outline:none;background-color:#F9F9FA;}/*!sc*/ data-styled.g3[id="CountrySelector__CountrySelectorButton-sc-177tln4-0"]{content:"gNYtSu,"}/*!sc*/ .geiwrH{margin:0 20px 0 auto;-webkit-animation:iVDdbO 0.3s;animation:iVDdbO 0.3s;}/*!sc*/ data-styled.g4[id="CountrySelector__CountrySelectorArrow-sc-177tln4-1"]{content:"geiwrH,"}/*!sc*/ .lfylck{position:relative;}/*!sc*/ data-styled.g5[id="CountrySelector__CountrySelectorListWrapper-sc-177tln4-2"]{content:"lfylck,"}/*!sc*/ .kCdAjf{color:#666684;font-size:1.6rem;line-height:2.4rem;}/*!sc*/ data-styled.g9[id="CountrySelector__CountrySelectorName-sc-177tln4-6"]{content:"kCdAjf,"}/*!sc*/ .dOilVI{display:inline-block;width:28px;height:20px;background:url(https://images.ctfassets.net/b7g9mrbfayuu/7IIvU7zY8n4L1qeJN2vmr9/8eb926ee884f6f2aae07f8ffcad1f5ed/sprite_flags.svg) no-repeat;margin-right:12px;vertical-align:middle;background-position:calc(-30px * 5) -2px;}/*!sc*/ data-styled.g10[id="CountrySelector__CountrySelectorFlag-sc-177tln4-7"]{content:"dOilVI,"}/*!sc*/ .jWOGPY{display:-ms-grid;display:grid;grid-gap:32px;grid-template-rows:repeat(1,1fr);-ms-grid-columns:1fr;}/*!sc*/ @media (min-width:576px){.jWOGPY{-ms-grid-columns:1fr 1fr;grid-template-columns:repeat(2,minmax(calc(50% - 32px),1fr));grid-gap:32px;}.jWOGPY > div:nth-child(1){-ms-grid-row:1;-ms-grid-column:1;}.jWOGPY > div:nth-child(2){-ms-grid-row:1;-ms-grid-column:2;}.jWOGPY > div:nth-child(3){-ms-grid-row:2;-ms-grid-column:1;}.jWOGPY > div:nth-child(4){-ms-grid-row:2;-ms-grid-column:2;}.jWOGPY > div:nth-child(5){-ms-grid-row:3;-ms-grid-column:1;}.jWOGPY > div:nth-child(6){-ms-grid-row:3;-ms-grid-column:2;}.jWOGPY > div:nth-child(7){-ms-grid-row:4;-ms-grid-column:1;}.jWOGPY > div:nth-child(8){-ms-grid-row:4;-ms-grid-column:2;}.jWOGPY > div:nth-child(9){-ms-grid-row:5;-ms-grid-column:1;}.jWOGPY > div:nth-child(10){-ms-grid-row:5;-ms-grid-column:2;}}/*!sc*/ data-styled.g11[id="Grids__Grid-sc-1mr2shc-0"]{content:"jWOGPY,"}/*!sc*/ @media (min-width:992px){.kyCiGI{-ms-grid-columns:1fr 1fr 1fr 1fr 1fr;grid-template-columns:repeat(5,minmax(calc(20% - 32px),1fr));}.kyCiGI > div:nth-child(1){-ms-grid-row:1;-ms-grid-column:1;}.kyCiGI > div:nth-child(2){-ms-grid-row:1;-ms-grid-column:2;}.kyCiGI > div:nth-child(3){-ms-grid-row:1;-ms-grid-column:3;}.kyCiGI > div:nth-child(4){-ms-grid-row:1;-ms-grid-column:4;}.kyCiGI > div:nth-child(5){-ms-grid-row:1;-ms-grid-column:5;}.kyCiGI > div:nth-child(6){-ms-grid-row:2;-ms-grid-column:1;}.kyCiGI > div:nth-child(7){-ms-grid-row:2;-ms-grid-column:2;}.kyCiGI > div:nth-child(8){-ms-grid-row:2;-ms-grid-column:3;}.kyCiGI > div:nth-child(9){-ms-grid-row:2;-ms-grid-column:4;}.kyCiGI > div:nth-child(10){-ms-grid-row:2;-ms-grid-column:5;}}/*!sc*/ data-styled.g15[id="Grids__GridFiveColumn-sc-1mr2shc-4"]{content:"kyCiGI,"}/*!sc*/ .gKXYKr{width:100%;margin-bottom:0;text-align:center;color:undefined;}/*!sc*/ .evCvBb{width:100%;margin-bottom:0;color:undefined;}/*!sc*/ .bFQzeY{width:100%;margin-bottom:0;color:#FFF;}/*!sc*/ data-styled.g16[id="Headers__Heading-sc-1erae96-0"]{content:"gKXYKr,evCvBb,bFQzeY,"}/*!sc*/ .hfVHek{font-size:5.2rem;line-height:6.2rem;}/*!sc*/ data-styled.g18[id="Headers__H1-sc-1erae96-2"]{content:"hfVHek,"}/*!sc*/ .iDyBte{font-size:3.2rem;line-height:4rem;}/*!sc*/ data-styled.g19[id="Headers__H2-sc-1erae96-3"]{content:"iDyBte,"}/*!sc*/ .ikIQBu{font-size:26px;line-height:34px;}/*!sc*/ data-styled.g20[id="Headers__H3-sc-1erae96-4"]{content:"ikIQBu,"}/*!sc*/ .lakOgR{font-weight:500;font-size:2.1rem;line-height:1.8rem;}/*!sc*/ data-styled.g22[id="Headers__H5-sc-1erae96-6"]{content:"lakOgR,"}/*!sc*/ .dWpZNL{margin-top:5rem;margin-bottom:3rem;}/*!sc*/ .hqeHFg{margin-top:4rem;margin-bottom:1rem;}/*!sc*/ data-styled.g24[id="Headers__HeaderSpacing-sc-1erae96-8"]{content:"dWpZNL,hqeHFg,"}/*!sc*/ .hgQiiz{width:100%;max-width:1200px;margin:0 auto;padding:32px 0px 32px;}/*!sc*/ .gQkMvi{width:100%;max-width:870px;margin:0 auto;padding:76px 15px 40px;}/*!sc*/ @media(min-width:768px){.gQkMvi{padding-left:30px;padding-right:30px;}}/*!sc*/ .hmxrfE{width:100%;max-width:670px;margin:0 auto;padding:0px 15px 50px;}/*!sc*/ @media(min-width:768px){.hmxrfE{padding-left:30px;padding-right:30px;}}/*!sc*/ .kTQFfb{width:100%;max-width:670px;margin:0 auto;padding:0px 15px 64px;}/*!sc*/ @media(min-width:768px){.kTQFfb{padding-left:30px;padding-right:30px;}}/*!sc*/ .fWOdXJ{width:100%;max-width:670px;margin:0 auto;padding:0px 15px 0px;}/*!sc*/ @media(min-width:768px){.fWOdXJ{padding-left:30px;padding-right:30px;}}/*!sc*/ .dWqNns{width:100%;max-width:1300px;margin:0 auto;padding:0px 15px 75px;}/*!sc*/ @media(min-width:768px){.dWqNns{padding-left:30px;padding-right:30px;}}/*!sc*/ .cBqzJO{width:100%;max-width:1300px;margin:0 auto;padding:32px 15px 32px;}/*!sc*/ @media(min-width:768px){.cBqzJO{padding-left:30px;padding-right:30px;}}/*!sc*/ .fpOdRS{width:100%;max-width:1300px;margin:0 auto;padding:32px 15px 32px;}/*!sc*/ @media(min-width:768px){.fpOdRS{padding-left:30px;padding-right:30px;}}/*!sc*/ @media(min-width:992px){.fpOdRS{padding-top:32px;padding-bottom:32px;}}/*!sc*/ data-styled.g25[id="Spacing-sc-11pk266-0"]{content:"hgQiiz,gQkMvi,hmxrfE,kTQFfb,fWOdXJ,dWqNns,cBqzJO,fpOdRS,"}/*!sc*/ .kwnLWE{color:#FFF;font-size:1.6rem;}/*!sc*/ .jIgtv{color:undefined;font-size:1.6rem;}/*!sc*/ data-styled.g26[id="Text-sc-yivxle-0"]{content:"kwnLWE,jIgtv,"}/*!sc*/ .ktCRSZ{color:#9A9AAD;}/*!sc*/ .fVytIc{color:#666684;}/*!sc*/ data-styled.g27[id="Text__SecondaryText-sc-yivxle-1"]{content:"ktCRSZ,fVytIc,"}/*!sc*/ .hQkfRi{display:inline-block;background:#C9F0FC;color:#1B1B21;font-weight:400;margin-right:0px;margin-left:0px;font-size:10px;border-radius:4px;vertical-align:middle;line-height:1.4;padding:1.5px 5px;}/*!sc*/ @media (min-width:1200px){.hQkfRi{padding:4px 5px;}}/*!sc*/ data-styled.g28[id="Badge__StyledBadge-sc-ffqmx0-0"]{content:"hQkfRi,"}/*!sc*/ .cjSxZg{margin:-2px 4px 0px;}/*!sc*/ @media (min-width:992px){.cjSxZg{margin:4px;}}/*!sc*/ data-styled.g29[id="SubNavBadge__StyledSubNavBadge-sc-hkmn69-0"]{content:"cjSxZg,"}/*!sc*/ .dsXfrk{text-align:center;overflow:hidden;width:100%;z-index:600;background-color:transparent;color:#FFF;}/*!sc*/ .dsXfrk a{color:#FFF;font-weight:bold;-webkit-text-decoration:underline;text-decoration:underline;}/*!sc*/ data-styled.g30[id="NoJSNotification__NoJSBanner-sc-slcyw7-0"]{content:"dsXfrk,"}/*!sc*/ .iykwbg{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ data-styled.g31[id="NoJSNotification__NoJSBannerContent-sc-slcyw7-1"]{content:"iykwbg,"}/*!sc*/ .iujOHk{-webkit-box-flex:1;-webkit-flex-grow:1;-ms-flex-positive:1;flex-grow:1;}/*!sc*/ data-styled.g32[id="NoJSNotification__NoJSText-sc-slcyw7-2"]{content:"iujOHk,"}/*!sc*/ .dIHLzf{cursor:pointer;pointer-events:auto;color:#1A66FF;-webkit-undefined;-ms-flex-undefined;undefined;}/*!sc*/ data-styled.g33[id="Links__StyledAnchor-sc-hi52k0-0"]{content:"dIHLzf,"}/*!sc*/ .lfEtu{line-height:1;padding-left:0;}/*!sc*/ data-styled.g36[id="FooterComponents__SocialFooterIconList-sc-9eyidb-0"]{content:"lfEtu,"}/*!sc*/ .kubcvT{display:inline-block;margin-right:20px;}/*!sc*/ .kubcvT:last-of-type{margin-right:0;}/*!sc*/ data-styled.g37[id="FooterComponents__SocialFooterIconItem-sc-9eyidb-1"]{content:"kubcvT,"}/*!sc*/ .jLTpDK > svg > path{color:white;opacity:0.7;font-size:1.2rem;fill:#FFF;}/*!sc*/ .jLTpDK > svg > path:hover,.jLTpDK > svg > path:active,.jLTpDK > svg > path:visited{fill:#FFF;}/*!sc*/ data-styled.g38[id="FooterComponents__SocialFooterIconLink-sc-9eyidb-2"]{content:"jLTpDK,"}/*!sc*/ .lSPOF{grid-area:Footer;background-color:#000032;padding:58px 0;}/*!sc*/ data-styled.g39[id="FooterComponents__FooterContainer-sc-9eyidb-3"]{content:"lSPOF,"}/*!sc*/ .fWsUAC{-webkit-undefined;-ms-flex-undefined;undefined;}/*!sc*/ @media (min-width:576px){.fWsUAC{-webkit-undefined;-ms-flex-undefined;undefined;}}/*!sc*/ .kUrCyI{-webkit-undefined;-ms-flex-undefined;undefined;}/*!sc*/ @media (min-width:576px){.kUrCyI{text-align:right;}}/*!sc*/ .hvLbEG{margin-bottom:,21,px;}/*!sc*/ @media (min-width:576px){.hvLbEG{-webkit-undefined;-ms-flex-undefined;undefined;}}/*!sc*/ data-styled.g40[id="FooterComponents__FooterItems-sc-9eyidb-4"]{content:"fWsUAC,kUrCyI,hvLbEG,"}/*!sc*/ .chxrrT{margin-bottom:15px;color:#FFF;line-height:2;-webkit-undefined;-ms-flex-undefined;undefined;}/*!sc*/ @media (min-width:576px){.chxrrT{-webkit-undefined;-ms-flex-undefined;undefined;}}/*!sc*/ .jDOoQr{margin-bottom:15px;color:#FFF;line-height:2;margin-right:40px;}/*!sc*/ @media (min-width:576px){.jDOoQr{display:inline-block;}}/*!sc*/ data-styled.g41[id="FooterComponents__FooterItem-sc-9eyidb-5"]{content:"chxrrT,jDOoQr,"}/*!sc*/ .fxAULI{margin-left:12px;color:#FFF;padding:8px 16px;background-color:#404e73;font-size:1.2rem;line-height:2.2rem;-webkit-letter-spacing:0.3px;-moz-letter-spacing:0.3px;-ms-letter-spacing:0.3px;letter-spacing:0.3px;}/*!sc*/ data-styled.g42[id="FooterComponents__FooterSpan-sc-9eyidb-6"]{content:"fxAULI,"}/*!sc*/ .bxkVFo{height:34px;}/*!sc*/ .bxkVFo img{height:100%;}/*!sc*/ data-styled.g43[id="FooterComponents__FooterLogo-sc-9eyidb-7"]{content:"bxkVFo,"}/*!sc*/ .fEMTxR{margin-bottom:24px;font-weight:500;font-size:1.8rem;line-height:2.8rem;}/*!sc*/ data-styled.g44[id="FooterComponents__FooterSubheader-sc-9eyidb-8"]{content:"fEMTxR,"}/*!sc*/ .hyyWSP{font-size:1.4rem;line-height:2.1rem;}/*!sc*/ data-styled.g45[id="FooterComponents__FooterItemText-sc-9eyidb-9"]{content:"hyyWSP,"}/*!sc*/ .cPqwym > *:not(:last-child){margin-bottom:32px;}/*!sc*/ data-styled.g46[id="FooterComponents__BusinessFooterWrapper-sc-9eyidb-10"]{content:"cPqwym,"}/*!sc*/ .hkWFeO{margin:0;color:#FFF;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;padding:15px 0;position:relative;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;font-size:1.8rem;-webkit-transition:all 0.1s linear;transition:all 0.1s linear;border-bottom:1px solid rgba(255,255,255,0.2);}/*!sc*/ @media (min-width:768px){.hkWFeO{font-size:2.4rem;}}/*!sc*/ @media (min-width:1200px){.hkWFeO{padding:0 15px;border-bottom:none;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;font-size:1.4rem;height:72px;border-bottom:3px solid rgba(255,255,255,0);}.hkWFeO:hover{-webkit-text-decoration:none;text-decoration:none;border-bottom:3px solid #1A66FF;}}/*!sc*/ data-styled.g47[id="NavigationLinks__NavLink-sc-6ydh99-0"]{content:"hkWFeO,"}/*!sc*/ .iEdQLD{display:inline-block;position:relative;text-align:center;color:#FFF;border:2px solid #3a3e5e;border-radius:3px;-webkit-text-decoration:none;text-decoration:none;-webkit-transition:all 0.15s ease-in-out;transition:all 0.15s ease-in-out;padding:10px 18px;font-weight:500;margin:60px 0 0;width:100%;}/*!sc*/ @media (min-width:1200px){.iEdQLD{margin:0 0 0 15px;width:auto;}}/*!sc*/ .iEdQLD:hover,.iEdQLD:focus,.iEdQLD:active{outline:none;-webkit-text-decoration:none;text-decoration:none;color:#000032;border-color:#FFF;background-color:#FFF;}/*!sc*/ .hewpL{display:inline-block;position:relative;text-align:center;color:#FFF;border:2px solid #3a3e5e;background-color:#3a3e5e;border-radius:3px;-webkit-text-decoration:none;text-decoration:none;-webkit-transition:all 0.15s ease-in-out;transition:all 0.15s ease-in-out;padding:10px 18px;font-weight:500;margin:60px 0 0;width:100%;}/*!sc*/ @media (min-width:1200px){.hewpL{margin:0 0 0 15px;width:auto;}}/*!sc*/ .hewpL:hover,.hewpL:focus,.hewpL:active{outline:none;-webkit-text-decoration:none;text-decoration:none;color:#FFF;border-color:#2d3154;background-color:#2d3154;}/*!sc*/ data-styled.g48[id="NavigationLinks__NavButton-sc-6ydh99-1"]{content:"iEdQLD,hewpL,"}/*!sc*/ .fNtZho{margin:0;color:#FFF;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;padding:15px 0;position:relative;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;font-size:1.8rem;-webkit-transition:all 0.1s linear;transition:all 0.1s linear;border-bottom:1px solid rgba(255,255,255,0.2);}/*!sc*/ @media (min-width:768px){.fNtZho{font-size:2.4rem;}}/*!sc*/ @media (min-width:1200px){.fNtZho{padding:0 15px;border-bottom:none;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;font-size:1.4rem;height:72px;border-bottom:3px solid rgba(255,255,255,0);}.fNtZho:hover{-webkit-text-decoration:none;text-decoration:none;border-bottom:3px solid #1A66FF;}}/*!sc*/ data-styled.g52[id="NavigationLinks__InnerLink-sc-6ydh99-5"]{content:"fNtZho,"}/*!sc*/ .ORNCy{margin:0;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-items:flex-start;-webkit-box-align:flex-start;-ms-flex-align:flex-start;align-items:flex-start;}/*!sc*/ @media (min-width:1200px){.ORNCy{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;}.ORNCy:hover{border-bottom:3px solid #000032;}}/*!sc*/ data-styled.g53[id="NavigationLinks__HeaderSubLinksWrapper-sc-6ydh99-6"]{content:"ORNCy,"}/*!sc*/ @media (min-width:1200px){.bOXQFQ{left:50%;opacity:0;width:600px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;visibility:hidden;position:absolute;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;pointer-events:none;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;top:72px;z-index:400;-webkit-transform:translate(-50%,10px);-ms-transform:translate(-50%,10px);transform:translate(-50%,10px);-webkit-transition:visibility 0.3s cubic-bezier(0.165,0.84,0.44,1), opacity 0.3s cubic-bezier(0.165,0.84,0.44,1), -webkit-transform 0.3s cubic-bezier(0.165,0.84,0.44,1);-webkit-transition:visibility 0.3s cubic-bezier(0.165,0.84,0.44,1), opacity 0.3s cubic-bezier(0.165,0.84,0.44,1), transform 0.3s cubic-bezier(0.165,0.84,0.44,1);transition:visibility 0.3s cubic-bezier(0.165,0.84,0.44,1), opacity 0.3s cubic-bezier(0.165,0.84,0.44,1), transform 0.3s cubic-bezier(0.165,0.84,0.44,1);false;}.bOXQFQ *{pointer-events:auto;}.bOXQFQ::before{left:50%;top:-7px;content:'';position:absolute;border-style:solid;-webkit-transform:translateX(-50%);-ms-transform:translateX(-50%);transform:translateX(-50%);z-index:500;border-width:0 5px 7px 5px;border-color:transparent transparent white transparent;}}/*!sc*/ data-styled.g54[id="NavigationLinks__SubLinksWidth-sc-6ydh99-7"]{content:"bOXQFQ,"}/*!sc*/ .gxftWS{max-height:0px;overflow:hidden;}/*!sc*/ .gxftWS false @media (min-width:1200px){max-width:600px;max-height:none;overflow-x:hidden;overflow-y:auto;max-height:calc(100vh - 72px);text-align:center;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;border-radius:0 0 3px 3px;box-shadow:1px 1px 40px rgba(0,0,0,0.2);}/*!sc*/ data-styled.g55[id="NavigationLinks__HeaderSubLinks-sc-6ydh99-8"]{content:"gxftWS,"}/*!sc*/ .gEtUyC{padding:36px 0 0 0;}/*!sc*/ @media (min-width:1200px){.gEtUyC{-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;text-align:left;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;padding:30px 30px 15px;background:#F9F9FA;}}/*!sc*/ data-styled.g56[id="NavigationLinks__HeaderSubLinksInner-sc-6ydh99-9"]{content:"gEtUyC,"}/*!sc*/ .bnidCu{width:100%;padding:0 0 36px 0;}/*!sc*/ @media (min-width:1200px){.bnidCu{width:50%;padding:0 25px;margin:0 0 20px 0;}}/*!sc*/ data-styled.g57[id="NavigationLinks__SubLinkSection-sc-6ydh99-10"]{content:"bnidCu,"}/*!sc*/ .iIMgcz{display:block;font-weight:500;white-space:nowrap;color:#9A9AAD;margin-bottom:15px;font-size:1.4rem;}/*!sc*/ @media (min-width:768px){.iIMgcz{font-size:1.6rem;}}/*!sc*/ @media (min-width:1200px){.iIMgcz{padding:0 0 10px 0;color:#1B1B21;font-size:1.8rem;border-bottom:1px solid #DCDCE6;false;}}/*!sc*/ data-styled.g58[id="NavigationLinks__StyledSectionTitle-sc-6ydh99-11"]{content:"iIMgcz,"}/*!sc*/ .ffgbKk{margin:0;padding:0 0 0 15px;white-space:nowrap;list-style-type:none;}/*!sc*/ .ffgbKk li{margin:0;display:block;padding-bottom:6px;}/*!sc*/ .ffgbKk li:last-child{padding-bottom:0;}/*!sc*/ @media (min-width:1200px){.ffgbKk{padding:0;}}/*!sc*/ data-styled.g59[id="NavigationLinks__SubLinkList-sc-6ydh99-12"]{content:"ffgbKk,"}/*!sc*/ .gQyhA{display:inline;color:white;font-size:1.6rem;}/*!sc*/ @media (min-width:768px){.gQyhA{font-size:1.4rem;}}/*!sc*/ @media (min-width:1200px){.gQyhA{padding:0;color:#1B1B21;font-weight:400;font-size:1.4rem;}}/*!sc*/ data-styled.g60[id="NavigationLinks__StyledSubLink-sc-6ydh99-13"]{content:"gQyhA,"}/*!sc*/ .dEhZYk a{color:#FFF;}/*!sc*/ @media (min-width:1200px){.dEhZYk{padding:20px 0;text-align:center;background:#F2F2F5;border-top:1px solid #DCDCE6;}.dEhZYk a{color:#1A66FF;}}/*!sc*/ data-styled.g61[id="NavigationLinks__SubLinkFooter-sc-6ydh99-14"]{content:"dEhZYk,"}/*!sc*/ .efklqj{width:100%;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;cursor:default;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ @media (min-width:1200px){.efklqj{width:auto;height:100%;}}/*!sc*/ .efklqj > svg{margin-left:auto;}/*!sc*/ @media (min-width:1200px){.efklqj > svg{margin-left:5px;}}/*!sc*/ .efklqj > svg > path{fill:#FFF;}/*!sc*/ data-styled.g62[id="NavigationLinks__FakeLink-sc-6ydh99-15"]{content:"efklqj,"}/*!sc*/ .jbsslh{top:0;width:100%;font-weight:500;position:-webkit-sticky;position:sticky;font-size:1.4rem;height:72px;z-index:400;background-color:#000032;-webkit-transition:all 0.2s ease-in-out;transition:all 0.2s ease-in-out;}/*!sc*/ data-styled.g64[id="NavigationBasic__HeaderWrapper-sc-17cuwb2-0"]{content:"jbsslh,"}/*!sc*/ .iWSHOd{height:100%;display:block;margin:0 auto;padding:0 15px;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ @media (min-width:992px){.iWSHOd{padding:0 30px;}}/*!sc*/ @media (min-width:1200px){.iWSHOd{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;max-width:1300px;}}/*!sc*/ data-styled.g65[id="NavigationBasic__HeaderInner-sc-17cuwb2-1"]{content:"iWSHOd,"}/*!sc*/ .kglJIg{height:100%;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ data-styled.g66[id="NavigationBasic__LogoMenuContainer-sc-17cuwb2-2"]{content:"kglJIg,"}/*!sc*/ .cdhMkj{left:0;right:0;z-index:2;opacity:0;overflow:auto;display:block;visibility:hidden;position:absolute;top:72px;background:#000032;height:calc(100vh - 72px);-webkit-transition:visibility 0.4s cubic-bezier(0.165,0.84,0.44,1), opacity 0.4s cubic-bezier(0.165,0.84,0.44,1);transition:visibility 0.4s cubic-bezier(0.165,0.84,0.44,1), opacity 0.4s cubic-bezier(0.165,0.84,0.44,1);false;}/*!sc*/ @media (min-width:1200px){.cdhMkj{padding:0;opacity:1;height:100%;position:static;overflow:visible;visibility:visible;margin:0 0 0 auto;}}/*!sc*/ data-styled.g67[id="NavigationBasic__HeaderLinks-sc-17cuwb2-3"]{content:"cdhMkj,"}/*!sc*/ .hGOa-dO{padding:0 40px;max-width:500px;margin:40px auto 0;list-style-type:none;-webkit-transform:translateY(-20px);-ms-transform:translateY(-20px);transform:translateY(-20px);-webkit-transition:-webkit-transform 0.4s cubic-bezier(0.165,0.84,0.44,1);-webkit-transition:transform 0.4s cubic-bezier(0.165,0.84,0.44,1);transition:transform 0.4s cubic-bezier(0.165,0.84,0.44,1);false;}/*!sc*/ @media (min-width:768px){.hGOa-dO{margin:100px auto;}}/*!sc*/ @media (min-width:1200px){.hGOa-dO{padding:0;height:100%;max-width:none;margin:0 0 0 auto;-webkit-transform:translateY(0);-ms-transform:translateY(0);transform:translateY(0);}}/*!sc*/ data-styled.g68[id="NavigationBasic__HeaderLinkList-sc-17cuwb2-4"]{content:"hGOa-dO,"}/*!sc*/ .dpyvnx{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;cursor:pointer;margin-top:7px;margin-left:auto;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;-webkit-transition:all 0.2s ease-in-out;transition:all 0.2s ease-in-out;color:#00B67A;}/*!sc*/ @media (min-width:1200px){.dpyvnx{display:none;}}/*!sc*/ data-styled.g69[id="NavigationBasic__MenuToggleButton-sc-17cuwb2-5"]{content:"dpyvnx,"}/*!sc*/ .htZBXH{width:16px;height:16px;margin-left:15px;position:relative;}/*!sc*/ data-styled.g70[id="NavigationBasic__HamburgerMenuHolder-sc-17cuwb2-6"]{content:"htZBXH,"}/*!sc*/ .cnNMXw{left:0;opacity:1;height:2px;width:100%;display:block;position:absolute;border-radius:2px;-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);-webkit-transform-origin:left center;-ms-transform-origin:left center;transform-origin:left center;-webkit-transition:0.25s ease-in-out;transition:0.25s ease-in-out;color:#00B67A;}/*!sc*/ data-styled.g71[id="NavigationBasic__DashIconInBurgerMenu-sc-17cuwb2-7"]{content:"cnNMXw,"}/*!sc*/ .cBmbPQ{top:0px;}/*!sc*/ data-styled.g72[id="NavigationBasic__TopDashIcon-sc-17cuwb2-8"]{content:"cBmbPQ,"}/*!sc*/ .NKoWP{top:6px;}/*!sc*/ data-styled.g73[id="NavigationBasic__MiddleDashIcon-sc-17cuwb2-9"]{content:"NKoWP,"}/*!sc*/ .kUGxgR{top:12px;}/*!sc*/ data-styled.g74[id="NavigationBasic__BottomDashIcon-sc-17cuwb2-10"]{content:"kUGxgR,"}/*!sc*/ .dnLtYx{grid-area:Main;}/*!sc*/ data-styled.g75[id="BaseLayout__Main-sc-1nb1hsz-0"]{content:"dnLtYx,"}/*!sc*/ .gaGaNV{position:relative;}/*!sc*/ data-styled.g76[id="BaseLayout__ContentWrapper-sc-1nb1hsz-1"]{content:"gaGaNV,"}/*!sc*/ .gTbKnp{outline:none;width:100%;max-width:544px;text-align:left;position:relative;border-radius:2px;color:#C5C5D6;-webkit-transition:border 0.5s;transition:border 0.5s;background-color:#FFF;border:1px solid #C5C5D6;-webkit-undefined;-ms-flex-undefined;undefined;-webkit-undefined;-ms-flex-undefined;undefined;}/*!sc*/ data-styled.g261[id="DropDown__DropDownContainer-sc-14dp86x-0"]{content:"gTbKnp,"}/*!sc*/ .dKrFID{width:100%;border:none;background:none;padding:15px 18px;display:inline-block;-webkit-transform:translateZ(0);-ms-transform:translateZ(0);transform:translateZ(0);}/*!sc*/ .dKrFID:focus{outline:none;}/*!sc*/ .dKrFID::-webkit-input-placeholder{color:#9A9AAD;}/*!sc*/ .dKrFID::-moz-placeholder{color:#9A9AAD;}/*!sc*/ .dKrFID:-ms-input-placeholder{color:#9A9AAD;}/*!sc*/ .dKrFID::placeholder{color:#9A9AAD;}/*!sc*/ data-styled.g266[id="DropDown__DropDownSearch-sc-14dp86x-5"]{content:"dKrFID,"}/*!sc*/ @-webkit-keyframes iVDdbO{from{-webkit-transform:rotate(-180deg);-ms-transform:rotate(-180deg);transform:rotate(-180deg);}to{-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);}}/*!sc*/ @keyframes iVDdbO{from{-webkit-transform:rotate(-180deg);-ms-transform:rotate(-180deg);transform:rotate(-180deg);}to{-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);}}/*!sc*/ data-styled.g288[id="sc-keyframes-iVDdbO"]{content:"iVDdbO,"}/*!sc*/ .dLxPXm{padding:18px 0 28px 0;}/*!sc*/ data-styled.g289[id="Author__Wrapper-sc-1ep02bo-0"]{content:"dLxPXm,"}/*!sc*/ .cHhCTI{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;width:60px;height:60px;overflow:hidden;margin:0 20px 0 0;border-radius:50%;}/*!sc*/ .cHhCTI img{width:100%;height:auto;}/*!sc*/ data-styled.g290[id="Author__Image-sc-1ep02bo-1"]{content:"cHhCTI,"}/*!sc*/ .exWuZb{margin-bottom:14px;font-weight:bold;font-size:1.4rem;line-height:2.1rem;}/*!sc*/ data-styled.g291[id="Author__SectionName-sc-1ep02bo-2"]{content:"exWuZb,"}/*!sc*/ .dwxJle{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;margin-bottom:14px;}/*!sc*/ data-styled.g292[id="Author__Header-sc-1ep02bo-3"]{content:"dwxJle,"}/*!sc*/ .eIjpPE{font-weight:bold;font-size:1.4rem;line-height:2.1rem;}/*!sc*/ data-styled.g293[id="Author__Name-sc-1ep02bo-4"]{content:"eIjpPE,"}/*!sc*/ .jYfPKU{font-size:1.4rem;line-height:2.1rem;opacity:0.6;}/*!sc*/ data-styled.g294[id="Author__Title-sc-1ep02bo-5"]{content:"jYfPKU,"}/*!sc*/ .ivrcQH{max-width:560px;text-align:left;font-size:1.4rem;line-height:2.1rem;opacity:0.6;}/*!sc*/ data-styled.g295[id="Author__Description-sc-1ep02bo-6"]{content:"ivrcQH,"}/*!sc*/ .cryOmn{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;}/*!sc*/ data-styled.g296[id="Author__Info-sc-1ep02bo-7"]{content:"cryOmn,"}/*!sc*/ .fJxXiS{position:relative;}/*!sc*/ data-styled.g297[id="ResourceThumbnails__Outline-sc-jtwjfn-0"]{content:"fJxXiS,"}/*!sc*/ .kGqLlx{width:9px;height:9px;display:inline-block;border-top:2px solid rgb(0,0,50);border-right:2px solid rgb(0,0,50);-webkit-transform:rotate(-135deg);-ms-transform:rotate(-135deg);transform:rotate(-135deg);}/*!sc*/ data-styled.g303[id="Arrows__Arrow-sc-1gwjvbv-0"]{content:"kGqLlx,"}/*!sc*/ .iEUpHb{width:100%;height:94px;position:-webkit-sticky;position:sticky;font-weight:500;top:72px;font-size:1.4rem;z-index:200;-webkit-transition:all 0.2s ease-in-out;transition:all 0.2s ease-in-out;background-color:#F2F2F5;display:none;}/*!sc*/ @media (min-width:768px){.iEUpHb{display:block;}}/*!sc*/ data-styled.g304[id="ResourcePillarNavigation__HeaderWrapper-sc-5fyyyq-0"]{content:"iEUpHb,"}/*!sc*/ .bvlepv{height:100%;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;margin:0 auto;padding:0 15px;-webkit-flex-wrap:nowrap;-ms-flex-wrap:nowrap;flex-wrap:nowrap;max-width:1300px;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}/*!sc*/ @media (min-width:768px){.bvlepv{padding:0 30px;}}/*!sc*/ data-styled.g305[id="ResourcePillarNavigation__HeaderInner-sc-5fyyyq-1"]{content:"bvlepv,"}/*!sc*/ .bPHPdA{padding-left:30px;-webkit-box-flex:1;-webkit-flex-grow:1;-ms-flex-positive:1;flex-grow:1;display:none;}/*!sc*/ @media (min-width:992px){.bPHPdA{display:block;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:end;-webkit-justify-content:flex-end;-ms-flex-pack:end;justify-content:flex-end;}.bPHPdA > div{max-width:295px;}}/*!sc*/ data-styled.g308[id="ResourcePillarNavigation__SearchWrapper-sc-5fyyyq-4"]{content:"bPHPdA,"}/*!sc*/ .dVnXEj{display:none;}/*!sc*/ @media (min-width:992px){.dVnXEj{font-weight:500;font-size:1.8rem;line-height:2.4rem;color:#000032;opacity:0.5;margin-right:24px;height:34px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}}/*!sc*/ data-styled.g313[id="ResourcePillarNavigation__BreadcrumbsSectionName-sc-5fyyyq-9"]{content:"dVnXEj,"}/*!sc*/ .itCvra{display:none;}/*!sc*/ @media (min-width:992px){.itCvra{display:block;width:1px;height:34px;color:#000032;opacity:0.2;margin-right:26px;}}/*!sc*/ data-styled.g314[id="ResourcePillarNavigation__BreadcrumbsVerticalDivider-sc-5fyyyq-10"]{content:"itCvra,"}/*!sc*/ .ljssvi{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;color:inherit;}/*!sc*/ .ljssvi > span{margin-right:16px;}/*!sc*/ data-styled.g315[id="ResourcePillarNavigation__BreadcrumbsBackLink-sc-5fyyyq-11"]{content:"ljssvi,"}/*!sc*/ .ebybjZ{right:0px;padding:16px 12px;position:absolute;}/*!sc*/ .ebybjZ svg{height:20px;width:20px;}/*!sc*/ .ebybjZ svg path{fill:#C5C5D6;}/*!sc*/ data-styled.g316[id="ResourceSearch__SearchIconContainer-sc-1omyrq6-0"]{content:"ebybjZ,"}/*!sc*/ .enQjDh{margin-top:0;color:undefined;font-size:undefined;}/*!sc*/ .enQjDh img{max-width:100%;}/*!sc*/ data-styled.g318[id="Markdown__Paragraph-sc-wk78ky-0"]{content:"enQjDh,"}/*!sc*/ .OcFqL{text-align:center;}/*!sc*/ data-styled.g322[id="ResourceImage__Wrapper-sc-uyzb89-1"]{content:"OcFqL,"}/*!sc*/ .dggytE{margin-top:1.5rem;margin-bottom:1.5rem;font-size:1.6rem;line-height:2.4rem;}/*!sc*/ .dggytE:last-child{margin-top:1.5rem;margin-bottom:1.5rem;margin:1.5rem auto;}/*!sc*/ data-styled.g344[id="RichText__Paragraph-sc-lgc1a-2"]{content:"dggytE,"}/*!sc*/ .cKNMGu{text-align:undefined;}/*!sc*/ .cKNMGu *:first-child{margin-top:0;}/*!sc*/ data-styled.g347[id="RichText__RichtextWrapper-sc-lgc1a-5"]{content:"cKNMGu,"}/*!sc*/ .jYhHgZ{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;max-width:670px;margin:0 auto;}/*!sc*/ @media (min-width:992px){.jYhHgZ{max-width:1300px;margin:0;}}/*!sc*/ @media(min-width:992px){.jYhHgZ{display:block;width:100%;}}/*!sc*/ data-styled.g576[id="ResourcePreview__Wrapper-sc-1isvcvt-0"]{content:"jYhHgZ,"}/*!sc*/ .klJQeY{-webkit-flex-shrink:0;-ms-flex-negative:0;flex-shrink:0;display:block;margin-bottom:0px;width:100%;max-width:115px;}/*!sc*/ @media (min-width:992px){.klJQeY{margin-bottom:20px;}}/*!sc*/ @media(min-width:768px){.klJQeY{max-width:288px;}}/*!sc*/ @media(min-width:992px){.klJQeY{max-width:none;}}/*!sc*/ data-styled.g577[id="ResourcePreview__ThumbnailLink-sc-1isvcvt-1"]{content:"klJQeY,"}/*!sc*/ .jLMrdp{display:none;font-weight:500;margin-bottom:10px;font-size:1.4rem;}/*!sc*/ @media (min-width:992px){.jLMrdp{display:block;}}/*!sc*/ data-styled.g579[id="ResourcePreview__Pillar-sc-1isvcvt-3"]{content:"jLMrdp,"}/*!sc*/ .faqetS{margin:0;color:#1B1B21;margin-bottom:8px;padding:0 30px 0 0;font-size:1.6rem;}/*!sc*/ @media (min-width:768px){.faqetS{font-size:2.1rem;line-height:2.8rem;}}/*!sc*/ data-styled.g580[id="ResourcePreview__Header-sc-1isvcvt-4"]{content:"faqetS,"}/*!sc*/ .qElTU{margin-left:15px;}/*!sc*/ @media(min-width:768px){.qElTU{margin-left:25px;}}/*!sc*/ @media (min-width:992px){}/*!sc*/ @media (min-width:992px){.qElTU{margin-left:0;}}/*!sc*/ data-styled.g582[id="ResourcePreview__Info-sc-1isvcvt-6"]{content:"qElTU,"}/*!sc*/ .cLpIpn{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;max-width:670px;margin:0 auto;}/*!sc*/ @media (min-width:992px){.cLpIpn{margin:0 -10px;max-width:1300px;}}/*!sc*/ data-styled.g583[id="ResourceList__Wrapper-sc-pc4464-0"]{content:"cLpIpn,"}/*!sc*/ .hRalXx{width:100%;padding:30px 0;border-top:1px solid #DCDCE6;}/*!sc*/ .hRalXx:first-child{border-top:none;}/*!sc*/ .hRalXx:last-child{border-bottom:1px solid #DCDCE6;}/*!sc*/ @media (min-width:768px){.hRalXx{padding:40px 0;}}/*!sc*/ @media (min-width:992px){.hRalXx{width:33.3%;padding:0 10px 60px;border:none;}.hRalXx:last-child{border:none;}}/*!sc*/ data-styled.g584[id="ResourceList__SpacedVerticalPreview-sc-pc4464-1"]{content:"hRalXx,"}/*!sc*/ .cjCAjo{display:block;text-align:center;margin-bottom:16px;color:#1A66FF;}/*!sc*/ data-styled.g588[id="SingleResourceView__TopPillarLink-sc-1jrcm8m-0"]{content:"cjCAjo,"}/*!sc*/ .gznBAT{text-align:center;margin-bottom:24px;font-size:3.2rem;line-height:4rem;}/*!sc*/ @media (min-width:768px){.gznBAT{font-size:5.2rem;line-height:6.2rem;}}/*!sc*/ data-styled.g589[id="SingleResourceView__Title-sc-1jrcm8m-1"]{content:"gznBAT,"}/*!sc*/ .drbXzu{text-align:center;color:#9A9AAD;}/*!sc*/ data-styled.g590[id="SingleResourceView__PublishedDate-sc-1jrcm8m-2"]{content:"drbXzu,"}/*!sc*/ .dxQfQm{padding:0 15px;margin:0 auto 60px auto;font-size:2.1rem;line-height:3.2rem;max-width:670px;}/*!sc*/ @media (min-width:768px){.dxQfQm{padding:0 30px;font-size:2.4rem;line-height:4rem;}}/*!sc*/ data-styled.g591[id="SingleResourceView__Introduction-sc-1jrcm8m-3"]{content:"dxQfQm,"}/*!sc*/ .gjUSoq{content-visibility:auto;contain-intrinsic-size:1200px;}/*!sc*/ .gjUSoq .Links__Link-sc-hi52k0-1{color:#1A66FF;}/*!sc*/ data-styled.g592[id="SingleResourceView__ArticleContent-sc-1jrcm8m-4"]{content:"gjUSoq,"}/*!sc*/ .dVffls{text-align:center;margin:0 0 48px 0;}/*!sc*/ @media (min-width:768px){.dVffls{margin:0 0 70px 0;}}/*!sc*/ data-styled.g593[id="SingleResourceView__RelatedResourceHeader-sc-1jrcm8m-5"]{content:"dVffls,"}/*!sc*/ .gdgrgb{margin-bottom:48px;border-width:1px 0;border-style:solid;border-color:#DCDCE6;}/*!sc*/ @media (min-width:768px){.gdgrgb{margin-bottom:106px;}}/*!sc*/ data-styled.g594[id="SingleResourceView__ResourceFooter-sc-1jrcm8m-6"]{content:"gdgrgb,"}/*!sc*/ .kSKgDu{width:100%;padding:18px 0 24px 0;border-width:1px 0 0 0;border-style:solid;border-color:#DCDCE6;}/*!sc*/ @media (min-width:768px){.kSKgDu{padding:18px 0 28px 0;}}/*!sc*/ data-styled.g596[id="SingleResourceView__SocialIconsWrapper-sc-1jrcm8m-8"]{content:"kSKgDu,"}/*!sc*/ .fYuRZl{font-weight:bold;margin-bottom:14px;font-size:1.4rem;line-height:2.1rem;}/*!sc*/ data-styled.g597[id="SingleResourceView__SectionName-sc-1jrcm8m-9"]{content:"fYuRZl,"}/*!sc*/ .gtxPqf{padding:0;list-style-type:none;}/*!sc*/ data-styled.g598[id="SingleResourceView__SocialIcons-sc-1jrcm8m-10"]{content:"gtxPqf,"}/*!sc*/ .gldAZq{width:40px;height:40px;cursor:pointer;margin-right:10px;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;border-radius:30px;display:-webkit-inline-box;display:-webkit-inline-flex;display:-ms-inline-flexbox;display:inline-flex;-webkit-box-pack:center;-webkit-justify-content:center;-ms-flex-pack:center;justify-content:center;background-color:#F9F9FA;}/*!sc*/ .gldAZq:last-of-type{margin-right:0;}/*!sc*/ @media (min-width:768px){.gldAZq{width:50px;height:50px;}}/*!sc*/ data-styled.g599[id="SingleResourceView__SocialShareIconItem-sc-1jrcm8m-11"]{content:"gldAZq,"}/*!sc*/ .hNXfOs{width:100%;height:100%;display:inherit;-webkit-align-items:inherit;-webkit-box-align:inherit;-ms-flex-align:inherit;align-items:inherit;-webkit-box-pack:inherit;-webkit-justify-content:inherit;-ms-flex-pack:inherit;justify-content:inherit;border-radius:inherit;}/*!sc*/ .hNXfOs > svg{width:16px;height:16px;}/*!sc*/ .hNXfOs > svg > path{fill:#ffffff;}/*!sc*/ data-styled.g600[id="SingleResourceView__SocialShareIconLink-sc-1jrcm8m-12"]{content:"hNXfOs,"}/*!sc*/ .hvmzIW{background-color:#4267b2;}/*!sc*/ data-styled.g601[id="SingleResourceView__FacebookIconLinkWrapper-sc-1jrcm8m-13"]{content:"hvmzIW,"}/*!sc*/ .iBCqDo{background-color:#48aae6;}/*!sc*/ data-styled.g602[id="SingleResourceView__TwitterIconLinkWrapper-sc-1jrcm8m-14"]{content:"iBCqDo,"}/*!sc*/ .dSexCa{background-color:#0077b5;}/*!sc*/ data-styled.g603[id="SingleResourceView__LinkedInIconLinkWrapper-sc-1jrcm8m-15"]{content:"dSexCa,"}/*!sc*/ .dHXKSn{display:none;}/*!sc*/ data-styled.g604[id="SingleResourceView__HiddenData-sc-1jrcm8m-16"]{content:"dHXKSn,"}/*!sc*/ </style><script type="text/javascript" src="https://www.google.com/recaptcha/enterprise.js?render=6LcgZj0pAAAAAOGoAt6LS1KZYEGuyqzWgbJagIql"></script><script src="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" data-document-language="true" type="text/javascript" data-language="en-GB" data-domain-script="84cb5c09-05e4-488b-b71c-2fe171dca5e5"></script><script type="text/javascript"> !(function () { (function () { var os = location.search; var ns = os.length ? "?" + os .substring(1) .split("&") .filter(function (param) { return !/^ajs_(aid|event|uid)=/i.test(param); }) .join("&") : ""; if (typeof window.history === "object" && os !== ns) { window.history.replaceState({}, "", location.pathname + ns); } })(); var analytics = (window.analytics = window.analytics || []); if (!analytics.initialize) if (analytics.invoked) window.console && console.error && console.error("Segment snippet included twice."); else { analytics.invoked = !0; analytics.methods = [ "trackSubmit", "trackClick", "trackLink", "trackForm", "pageview", "identify", "reset", "group", "track", "ready", "alias", "debug", "page", "once", "off", "on", "addSourceMiddleware", "addIntegrationMiddleware", "setAnonymousId", "addDestinationMiddleware", ]; analytics.factory = function (e) { return function () { var t = Array.prototype.slice.call(arguments); t.unshift(e); analytics.push(t); return analytics; }; }; for (var e = 0; e < analytics.methods.length; e++) { var key = analytics.methods[e]; analytics[key] = analytics.factory(key); } analytics.load = function (key, e) { var t = document.createElement("script"); t.type = "text/javascript"; t.defer = !0; t.src = "https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js"; var n = document.getElementsByTagName("script")[0]; n.parentNode.insertBefore(t, n); analytics._loadOptions = e; }; analytics.SNIPPET_VERSION = "4.13.1"; } })(); </script><script type="text/javascript"> function OptanonWrapper() { var OneTrustGroup2 = window.OptanonActiveGroups.includes("C0002"), OneTrustGroup4 = window.OptanonActiveGroups.includes("C0004"), OneTrustGroupAll = OneTrustGroup2 && OneTrustGroup4, OneTrustGroupAny = OneTrustGroup2 || OneTrustGroup4; if (OneTrustGroupAny && window.analytics) { if (OneTrustGroupAll) { window.analytics.load("HMbpflZ3P3L7J5GixhW81arSQLNh4ii5"); } else { window.analytics.load("HMbpflZ3P3L7J5GixhW81arSQLNh4ii5", { integrations: { All: true, AdRoll: false, "Bing Ads": false, "Facebook Pixel": false, "Google Ads (Classic)": false, "Google Ads (Gtag)": false, "Google Tag Manager": false, "LinkedIn Insight Tag": false, "Twitter Ads": false, }, }); } window.analytics.page({ locale: "en-GB", }); } } </script><link rel="preload" href="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/css/eb25c2e5ae14e916.css" as="style" crossorigin="anonymous"/><link rel="stylesheet" href="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/css/eb25c2e5ae14e916.css" crossorigin="anonymous" data-n-g=""/><link rel="preload" href="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/css/2c7b68cd829d8e5e.css" as="style" crossorigin="anonymous"/><link rel="stylesheet" href="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/css/2c7b68cd829d8e5e.css" crossorigin="anonymous" data-n-p=""/><noscript data-n-css=""></noscript><script defer="" crossorigin="anonymous" nomodule="" src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/polyfills-c67a75d1b6f99dc8.js"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/webpack-2cd2ae6d66b72153.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/framework-e1be1e7e2ceae185.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/main-df8cc980fdb75e5f.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/pages/_app-9dc12ac042dd8e37.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/9-14abc2dc1ebb6b40.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/5612-39b7b841765e122f.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/5413-05cdf605204207e8.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/9143-bf8fe0a783f14e35.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/8356-3c1578e9aa547b43.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/6655-0842368b4c38364c.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/5013-0130792a523c086d.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/9032-d47b74099858da92.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/7795-de8e5a443fd5400f.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/2580-ab8fbb57a1ba24f2.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/5097-4e97fe9126b85478.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/1033-80786a3a10557714.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/9646-79411d272856c093.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/2170-05f8294292125e03.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/4216-7ab7147a02dd3df1.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/8959-2c09f9324e11bbad.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/6152-e9646331a01ec4ed.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/5269-9e0a842b1cca7081.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/8334-2dc8261b46df7cc1.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/chunks/pages/reviews/%5Bpillar%5D/%5Bslug%5D-f1f07fdec71d76c8.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/1.3015.0/_buildManifest.js" defer="" crossorigin="anonymous"></script><script src="https://businesssite-assets-1.trustpilot.net/businesssite-main/_next/static/1.3015.0/_ssgManifest.js" defer="" crossorigin="anonymous"></script></head><body class="_document__PageBody-sc-1jyyyil-0 jjNjmS"><div id="__next"><div class="simple-react-modals"><noscript><div class="NoJSNotification__NoJSBanner-sc-slcyw7-0 dsXfrk"><div class="Spacing-sc-11pk266-0 hgQiiz"><div class="NoJSNotification__NoJSBannerContent-sc-slcyw7-1 iykwbg"><div class="NoJSNotification__NoJSText-sc-slcyw7-2 iujOHk">Oh no! You have disabled JavaScript in your browser!<br />This means some functionality on our website will not work as intended.<br />To switch JavaScript back on, go to your browser settings.</div></div></div></div></noscript><div class="BaseLayout__ContentWrapper-sc-1nb1hsz-1 gaGaNV"><nav class="NavigationBasic__HeaderWrapper-sc-17cuwb2-0 jbsslh"><div class="NavigationBasic__HeaderInner-sc-17cuwb2-1 iWSHOd"><div class="NavigationBasic__LogoMenuContainer-sc-17cuwb2-2 kglJIg"><a href="/" data-action="logo"><img src="https://cdn.trustpilot.net/brand-assets/4.1.0/logo-white.svg" alt="Trustpilot Logo" title="Trustpilot Logo" height="34" width="138"/></a><div class="NavigationBasic__MenuToggleButton-sc-17cuwb2-5 dpyvnx">Menu<div class="NavigationBasic__HamburgerMenuHolder-sc-17cuwb2-6 htZBXH"><span class="NavigationBasic__DashIconInBurgerMenu-sc-17cuwb2-7 NavigationBasic__TopDashIcon-sc-17cuwb2-8 cnNMXw cBmbPQ"></span><span class="NavigationBasic__DashIconInBurgerMenu-sc-17cuwb2-7 NavigationBasic__MiddleDashIcon-sc-17cuwb2-9 cnNMXw NKoWP"></span><span class="NavigationBasic__DashIconInBurgerMenu-sc-17cuwb2-7 NavigationBasic__BottomDashIcon-sc-17cuwb2-10 cnNMXw kUGxgR"></span></div></div></div><div class="NavigationBasic__HeaderLinks-sc-17cuwb2-3 cdhMkj"><div class="NavigationBasic__HeaderLinkList-sc-17cuwb2-4 hGOa-dO"><a data-action="for-consumers" href="https://uk.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__NavLink-sc-6ydh99-0 hRKPDT hkWFeO">For consumers</a><li class="Links__Link-sc-hi52k0-1 NavigationLinks__InnerLink-sc-6ydh99-5 NavigationLinks__HeaderSubLinksWrapper-sc-6ydh99-6 hRKPDT fNtZho ORNCy"><div class="NavigationLinks__FakeLink-sc-6ydh99-15 efklqj">Solutions<svg xmlns="http://www.w3.org/2000/svg" width="10" height="10" viewBox="0 0 46 28" role="img" aria-hidden="true"><path d="M40.761 0L23 17.61 5.24 0 0 5.194 23 28 46 5.194z" fill="#000" fill-rule="evenodd"></path></svg></div><div class="NavigationLinks__SubLinksWidth-sc-6ydh99-7 bOXQFQ"><div class="NavigationLinks__HeaderSubLinks-sc-6ydh99-8 gxftWS"><div class="NavigationLinks__HeaderSubLinksInner-sc-6ydh99-9 gEtUyC"><div class="NavigationLinks__SubLinkSection-sc-6ydh99-10 bnidCu"><ul class="NavigationLinks__SubLinkList-sc-6ydh99-12 ffgbKk"><li><a href="/solutions/attract-new-customers" data-action="attract-new-customers" data-category="solutions" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Attract New Customers</a></li><li><a href="/solutions/manage-reviews" data-category="solutions" data-action="manage-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Manage Reviews</a></li><li><a href="/solutions/grow-with-reviews" data-action="grow-with-reviews" data-category="solutions" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Grow with Reviews</a></li><li><a href="/solutions/learn-from-reviews" data-action="learn-from-reviews" data-category="solutions" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Learn from Reviews</a></li><li><a href="https://business.trustpilot.com/partners/integrations" target="_self" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Integrations</a></li><li><a href="/marketing/enterprise" data-action="enterprise" data-category="solutions" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">For Enterprises</a></li></ul></div></div></div></div></li><li class="Links__Link-sc-hi52k0-1 NavigationLinks__InnerLink-sc-6ydh99-5 NavigationLinks__HeaderSubLinksWrapper-sc-6ydh99-6 hRKPDT fNtZho ORNCy"><div class="NavigationLinks__FakeLink-sc-6ydh99-15 efklqj">Features<svg xmlns="http://www.w3.org/2000/svg" width="10" height="10" viewBox="0 0 46 28" role="img" aria-hidden="true"><path d="M40.761 0L23 17.61 5.24 0 0 5.194 23 28 46 5.194z" fill="#000" fill-rule="evenodd"></path></svg></div><div class="NavigationLinks__SubLinksWidth-sc-6ydh99-7 bOXQFQ"><div class="NavigationLinks__HeaderSubLinks-sc-6ydh99-8 gxftWS"><div class="NavigationLinks__HeaderSubLinksInner-sc-6ydh99-9 gEtUyC"><div class="NavigationLinks__SubLinkSection-sc-6ydh99-10 bnidCu"><div class="NavigationLinks__StyledSectionTitle-sc-6ydh99-11 iIMgcz">Get Reviews</div><ul class="NavigationLinks__SubLinkList-sc-6ydh99-12 ffgbKk"><li><a href="/features/service-reviews" data-action="service-reviews" data-category="collect-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Service Reviews </a></li><li><a href="/features/product-reviews" data-action="product-reviews" data-category="collect-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Product Reviews </a></li><li><a href="/features/location-reviews" data-action="location-reviews" data-category="collect-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Location Reviews </a></li><li><a href="/features/review-invitations" data-action="review-invitations" data-category="collect-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Review Invitations </a></li></ul></div><div class="NavigationLinks__SubLinkSection-sc-6ydh99-10 bnidCu"><div class="NavigationLinks__StyledSectionTitle-sc-6ydh99-11 iIMgcz">Manage Reviews</div><ul class="NavigationLinks__SubLinkList-sc-6ydh99-12 ffgbKk"><li><a href="/features/profile-page-customization" data-action="profile-page" data-category="features" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Profile Page </a></li><li><a href="/features/respond-to-reviews" data-action="respond-to-reviews" data-category="manage-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Respond to Reviews </a></li><li><a href="/features/flag-report-reviews" data-action="flag-report-reviews" data-category="manage-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Flag and Report Reviews </a></li><li><a href="/features/platform-safeguards" data-action="platform-safeguards" data-category="manage-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Platform Safeguards </a></li></ul></div><div class="NavigationLinks__SubLinkSection-sc-6ydh99-10 bnidCu"><div class="NavigationLinks__StyledSectionTitle-sc-6ydh99-11 iIMgcz">Showcase Reviews</div><ul class="NavigationLinks__SubLinkList-sc-6ydh99-12 ffgbKk"><li><a href="/features/review-seo" data-action="review-seo" data-category="showcase-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Review SEO </a></li><li><a href="/features/trustbox-widgets" data-action="trustbox-widgets" data-category="showcase-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Trustpilot widgets </a></li><li><a href="/features/social-media-tools" data-action="social-media-tools" data-category="showcase-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Social Media Tools </a></li><li><a href="/features/marketing-assets" data-action="marketing-assets" data-category="showcase-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Marketing Assets </a></li></ul></div><div class="NavigationLinks__SubLinkSection-sc-6ydh99-10 bnidCu"><div class="NavigationLinks__StyledSectionTitle-sc-6ydh99-11 iIMgcz">Analyze Reviews</div><ul class="NavigationLinks__SubLinkList-sc-6ydh99-12 ffgbKk"><li><a href="/features/review-spotlight" data-action="review-spotlight" data-category="analyze-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Review Spotlight </a></li><li><a href="/features/market-insights" data-action="market-insights" data-category="analyze-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Market Insights </a></li><li><a href="/features/review-insights" data-action="review-insights" data-category="analyze-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Review Insights </a></li><li><a href="/features/dashboard-analytics" data-action="dashboard-analytics" data-category="analyze-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Dashboard and Analytics </a></li><li><a href="/features/review-tagging" data-action="review-tagging" data-category="analyze-reviews" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Review Tagging </a></li></ul></div></div><div class="NavigationLinks__SubLinkFooter-sc-6ydh99-14 dEhZYk"><a href="/partners/integrations" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT">Integrations</a></div></div></div></li><a data-action="plans" href="/pricing" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__NavLink-sc-6ydh99-0 hRKPDT hkWFeO">Pricing</a><li class="Links__Link-sc-hi52k0-1 NavigationLinks__InnerLink-sc-6ydh99-5 NavigationLinks__HeaderSubLinksWrapper-sc-6ydh99-6 hRKPDT fNtZho ORNCy"><div class="NavigationLinks__FakeLink-sc-6ydh99-15 efklqj">Resources<svg xmlns="http://www.w3.org/2000/svg" width="10" height="10" viewBox="0 0 46 28" role="img" aria-hidden="true"><path d="M40.761 0L23 17.61 5.24 0 0 5.194 23 28 46 5.194z" fill="#000" fill-rule="evenodd"></path></svg></div><div class="NavigationLinks__SubLinksWidth-sc-6ydh99-7 bOXQFQ"><div class="NavigationLinks__HeaderSubLinks-sc-6ydh99-8 gxftWS"><div class="NavigationLinks__HeaderSubLinksInner-sc-6ydh99-9 gEtUyC"><div class="NavigationLinks__SubLinkSection-sc-6ydh99-10 bnidCu"><ul class="NavigationLinks__SubLinkList-sc-6ydh99-12 ffgbKk"><li><a href="/reviews" data-action="reviews" data-category="resources" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Blog</a></li><li><a href="/customer-stories" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Customer Stories</a></li><li><a href="/guides-reports" data-action="guides-and-reports" data-category="resources" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Guides and Reports</a></li><li><a href="/webinars-videos" data-action="webinars-and-videos" data-category="resources" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Webinars and Videos</a></li><li><a href="/industries" data-action="industries" data-category="resources" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Industries</a></li><li><a href="https://support.trustpilot.com/hc/en-gb" data-action="support" data-category="resources" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">Help Center</a></li><li><a href="/calculate-roi" data-action="calculate-roi" data-category="resources" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__StyledSubLink-sc-6ydh99-13 hRKPDT gQyhA">ROI of Trustpilot<div class="Badge__StyledBadge-sc-ffqmx0-0 SubNavBadge__StyledSubNavBadge-sc-hkmn69-0 hQkfRi cjSxZg">New</div></a></li></ul></div></div></div></div></li><a href="https://businessapp.b2b.trustpilot.com/?locale=en-GB&utm_source=businesswebsite&utm_medium=login&utm_campaign=free-signup" data-action="login" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__NavButton-sc-6ydh99-1 hRKPDT iEdQLD">Log in</a><a href="/signup?cta=free-signup_header_home" data-action="signup" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 NavigationLinks__NavButton-sc-6ydh99-1 hRKPDT hewpL">Create free account</a></div></div></div></nav><main id="main" class="BaseLayout__Main-sc-1nb1hsz-0 dnLtYx"><nav class="ResourcePillarNavigation__HeaderWrapper-sc-5fyyyq-0 iEUpHb"><div class="ResourcePillarNavigation__HeaderInner-sc-5fyyyq-1 bvlepv"><div class="ResourcePillarNavigation__BreadcrumbsSectionName-sc-5fyyyq-9 dVnXEj">Trustpilot Business Blog</div><hr class="ResourcePillarNavigation__BreadcrumbsVerticalDivider-sc-5fyyyq-10 itCvra"/><a href="" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePillarNavigation__BreadcrumbsBackLink-sc-5fyyyq-11 hRKPDT ljssvi"><span direction="left" class="Arrows__Arrow-sc-1gwjvbv-0 kGqLlx"></span>Go back</a><div class="ResourcePillarNavigation__SearchWrapper-sc-5fyyyq-4 bPHPdA"><div class="DropDown__DropDownContainer-sc-14dp86x-0 gTbKnp"><input placeholder="Search articles" class="DropDown__DropDownSearch-sc-14dp86x-5 dKrFID"/><span class="ResourceSearch__SearchIconContainer-sc-1omyrq6-0 ebybjZ"><svg xmlns="http://www.w3.org/2000/svg" fill="none" fill-rule="evenodd" clip-rule="evenodd" viewBox="0 0 19 20"><path d="M12.572 13.106l-.016.016-.016.016a6 6 0 11.032-.032zm2.062.68A8.002 8.002 0 002.657 3.221 8 8 0 0013.22 15.2l4.286 4.286 1.414-1.414-4.286-4.286z"></path></svg></span></div></div></div></nav><div itemscope="" itemType="http://schema.org/BlogPosting"><meta itemscope="" itemProp="mainEntityOfPage" itemType="https://schema.org/WebPage" itemID="https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility"/><div class="Spacing-sc-11pk266-0 gQkMvi"><a href="/reviews/build-trusted-brand" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 SingleResourceView__TopPillarLink-sc-1jrcm8m-0 hRKPDT cjCAjo">Build a Trusted Brand</a><h1 itemProp="name headline" class="Headers__Heading-sc-1erae96-0 Headers__H1-sc-1erae96-2 SingleResourceView__Title-sc-1jrcm8m-1 gKXYKr hfVHek gznBAT">The impact of reviews on brand authenticity and product credibility</h1><div itemProp="dateCreated datePublished" class="SingleResourceView__PublishedDate-sc-1jrcm8m-2 drbXzu">Monday, 15 July 2024</div></div><meta itemProp="image" content="https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg"/><div class="SingleResourceView__ArticleContent-sc-1jrcm8m-4 gjUSoq"><div class="Spacing-sc-11pk266-0 ResourceImage__Wrapper-sc-uyzb89-1 hmxrfE OcFqL"><div class="react-aspect-ratio-placeholder" style="max-width:1920px;width:100%;--aspect-ratio:(1.7777777777777777)"><img alt="DSC06632" title="" sizes="50vw" srcSet="https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=384&fm=webp 384w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=640&fm=webp 640w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=750&fm=webp 750w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=828&fm=webp 828w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=1080&fm=webp 1080w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=1200&fm=webp 1200w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=1920&fm=webp 1920w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=2048&fm=webp 2048w, https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=3840&fm=webp 3840w" src="https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg?q=80&w=3840&fm=webp" decoding="async" data-nimg="fill" loading="lazy" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent"/></div></div><div class="from-markdown SingleResourceView__Introduction-sc-1jrcm8m-3 dxQfQm"><div class="Headers__HeaderSpacing-sc-1erae96-8 dWpZNL"><h2 class="Headers__Heading-sc-1erae96-0 Headers__H2-sc-1erae96-3 evCvBb iDyBte">Brand authenticity vs product credibility </h2></div> <p class="Markdown__Paragraph-sc-wk78ky-0 enQjDh">These interconnected concepts come together to address different aspects of brand value.</p></div><div class="Spacing-sc-11pk266-0 kTQFfb"><div class="RichText__RichtextWrapper-sc-lgc1a-5 cKNMGu"><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Brand authenticity refers to “the extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves,” according to the creators of the <a href="https://iterable.com/resources/articles/customer-experience/general/what-is-brand-authenticity/" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>Perceived Brand Authenticity Scale. </u></a></p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><a href="https://mailchimp.com/resources/brand-authenticity/#:~:text=Key%20elements%20of%20authenticity&text=Authentic%20brands%20are%20defined%20by,component%20of%20building%20brand%20authenticity." target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>Elements</u></a> of brand authenticity include transparency, purpose, continuity in messaging, ethical practices, and a commitment to the brand's values.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">How customers feel about a brand (their sentiment) is a big deal for how real you seem (your authenticity). After all, they're telling you what they think, which helps you act more genuine.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Customer sentiment and brand authenticity go hand in hand, mostly because customer sentiment is a qualitative customer service metric based on <a href="https://www.medallia.com/blog/what-is-customer-sentiment-and-why-do-you-need-to-measure-it/" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>customer words.</u></a> This aids in shaping and improving brand authenticity through direct feedback. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><a href="https://www.linkedin.com/advice/0/how-can-you-build-trust-credibility-during-product" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>Product credibility</u></a> differs from brand authenticity because it takes a while to build up. It’s about delivering what you promise in your value proposition and keeping customers impressed and happy enough to support your product. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">The elements of product credibility include but are not limited to, product reviews, beta testing programs, clear communication about how a product works, and reliability.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Both brand authenticity and product credibility need each other to create emotional connections with consumers and encourage purchase confidence. At the end of the day, an authentic brand will have product credibility, and reliable products can only arise from an authentic brand foundation. </p><div class="Headers__HeaderSpacing-sc-1erae96-8 dWpZNL"><h2 class="Headers__Heading-sc-1erae96-0 Headers__H2-sc-1erae96-3 evCvBb iDyBte"><b>Why building brand authenticity matters in the digital age</b></h2></div><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">In the last few years, branding has become prolific online. Thanks to the power of social media and the universal language of information sharing, there isn’t much brands can’t do to get their message out there. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Now, it seems anyone can build a brand identity, especially with the advent of influencer marketing.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">However, when a brand's relationship with its audience becomes transactional, trust becomes crucial, and security and authenticity become the main concerns for brand consumers. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Authenticity can be hard to prove online, but it is vital for brand growth, considering<a href="https://influencermarketinghub.com/branding-statistics/" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u> 86%</u></a> of consumers believe authenticity is vital when deciding which brands they like and support.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">However, trust is waning in the online shopping space. Three out of four consumers who shop online through e-commerce and social media platforms report they have experienced financial fraud, and more than half<a href="https://news.chubb.com/2024-02-21-E-Commerce-Grows-But-Trust-in-Digital-Channels-is-Uneven-Chubb-Survey" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u> (55%)</u></a> have had payments lost due to glitches. More than two in five <a href="https://news.chubb.com/2024-02-21-E-Commerce-Grows-But-Trust-in-Digital-Channels-is-Uneven-Chubb-Survey" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>(42%)</u></a> say they frequently receive damaged goods. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">So, how can brands rise above the digital din and forge genuine connections? The answer lies in prioritizing authenticity and building trust through every interaction. </p><div class="Headers__HeaderSpacing-sc-1erae96-8 dWpZNL"><h2 class="Headers__Heading-sc-1erae96-0 Headers__H2-sc-1erae96-3 evCvBb iDyBte"><b>Why product credibility matters in the digital age</b></h2></div><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">When physical interaction with products can sometimes be limited, brands rely more on beefing up their product credibility. But how can this be done in an online world?</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Consumers have multiple product options online, and it can be overwhelming and make it harder for businesses to cut through the noise. Decision fatigue is a real issue facing today’s shoppers. According to recent research from Episerver,<a href="https://www.choicehacking.com/2020/07/08/the-choice-overload-effect/" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u> 46%</u></a> of customers have failed to complete a purchase online due to overwhelming choices.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Neuromarketing expert <a href="https://uk.business.trustpilot.com/reviews/learn-from-customers/inside-neuromarketing-decoding-the-consumer-mind" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>Katie Hart </u></a>deduces, “The problem is that, as individuals, we are unaware of 95% of what goes into our daily decisions. That is because the information that drives our behaviours and choices comes from below our conscious threshold.” </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Product credibility can break through the noise from too many online options. There are a few ways to create credibility online, such as open communication with consumers, transparency regarding product development, social proof and independent testing. However, <a href="https://uk.business.trustpilot.com/features/product-reviews" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>reviews</u></a> are a surefire way to get there, with <a href="https://luisazhou.com/blog/online-review-statistics/#:~:text=40%25%20of%20consumers%20say%20reviews%20build%20credibility%20for%20the%20product&text=Online%20reviews%20are%20also%20effective,insight%20to%20make%20a%20decision.%E2%80%9D" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>40%</u></a> of consumers claiming reviews are key to building product credibility. </p><div class="Headers__HeaderSpacing-sc-1erae96-8 dWpZNL"><h2 class="Headers__Heading-sc-1erae96-0 Headers__H2-sc-1erae96-3 evCvBb iDyBte"><b>How reviews help real businesses boost both brand authenticity and product credibility</b></h2></div><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Customer sentiment plays a vital role in both brand authenticity and product credibility. Reviews, encompassing both positive and negative experiences, provide a platform for genuine customer voices. This transparency, fostered by platforms like Trustpilot, strengthens credibility.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Let's delve into real-world examples:</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Transparency builds trust: </b><a href="https://uk.business.trustpilot.com/customer-story/finance-insurance/building-trust-turbodebt-trustpilot" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>TurboDebt, </u></a>despite amassing over 7,500 positive reviews, also received a small number of negative ones. This transparency, showcasing both sides of the customer experience, bolstered the credibility of their positive reviews and led to a 14% increase in conversion rates. The negative reviews proved to be useful, too; TurboDebt brought up trends in negative reviews to its larger team so they could address the issue or reach out to the reviewer for more information. Showcasing the company’s commitment to striving for better. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Customer insights drive action:</b> <a href="https://uk.business.trustpilot.com/customer-stories/finance-insurance/how-staysure-uses-the-power-of-ai-to-build-customer-trust" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>Staysure</u></a>, a UK insurance company, leveraged Trustpilot's Review Insights to analyze customer sentiment. By identifying recurring themes like "discount," they unearthed customer concerns about misleading marketing practices. This insight allowed them to address the issue by pitching a plan to the marketing team on how to promote discounts better and make caveats clearer—such as being included in the discount banner and not at the bottom of the webpage alongside other T&Cs. </p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Social proof matters: </b> The average online shopper <a href="https://explodingtopics.com/blog/social-proof-stats" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>expects</u></a> to see at least 112 reviews before trusting a product. Recognizing this, <a href="https://uk.business.trustpilot.com/customer-story/finance-insurance/a-perfect-recipe-for-social-proof-best-egg-and-trustpilot" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><u>Best Egg, </u></a>a US loan provider, incorporated reviews into their marketing and website. This social proof, showcasing genuine customer advocacy, increased their click-through rate (CTR) by 1.75%.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE">Building an authentic brand focusing on transparency and customer satisfaction lays the groundwork for product credibility. Positive reviews become an added bonus, solidifying trust and driving conversions.</p><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Key takeaways</b></p><ul style="list-style-type:disc"><li><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Brand authenticity and product credibility are two sides of the same coin: </b>Brand authenticity, built on transparency, purpose, and customer focus, fosters trust. This trust allows product credibility, built on delivering on promises and positive reviews, to flourish.</p></li></ul><ul style="list-style-type:disc"><li><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Customer sentiment shapes brand authenticity: </b> By actively listening to customer sentiment through reviews and feedback, brands can refine their messaging and practices, strengthening their authenticity.</p></li></ul><ul style="list-style-type:disc"><li><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Product reviews bridge the gap between brand authenticity and credibility:</b> Genuine customer reviews, both positive and negative, showcase transparency and provide valuable insights for improvement, bolstering both brand authenticity and product credibility.</p></li></ul><ul style="list-style-type:disc"><li><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Customer reviews are earned through credibility: </b> Products that deliver on their promises and prioritize quality will naturally garner positive reviews, reinforcing product credibility and brand authenticity in a virtuous cycle.</p></li></ul><ul style="list-style-type:disc"><li><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><b>Customer focus is key to creating authentic brands: </b>The customer voice is powerful, but you can create a brand built on trust by focusing on what the consumer/customer wants through feedback. </p></li></ul><div class="Headers__HeaderSpacing-sc-1erae96-8 hqeHFg"><h3 class="Headers__Heading-sc-1erae96-0 Headers__H3-sc-1erae96-4 evCvBb ikIQBu"><br/><b>Find out more about how Trustpilot helps build authentic brands and reliable products—</b><a href="https://uk.business.trustpilot.com/marketing/brand-request-demo-get-reviews-grow-business?utm_feeditemid=&utm_device=c&utm_term=trustpilot%20account&utm_source=google&utm_medium=cpc&utm_campaign=Brand-Broad-LangEN|UK|Conversion|SALs|Prospects|All|Paid|Google&hsa_cam=Brand-Broad-LangEN|UK|Conversion|SALs|Prospects|All|Paid|Google&hsa_grp=162106269245&hsa_mt=b&hsa_src=g&hsa_ad=703209063073&hsa_acc={6586006720}&hsa_net=adwords&hsa_kw=trustpilot%20account&hsa_tgt=kwd-377403854626&hsa_ver=3&_bk=trustpilot%20account&_bt=703209063073&_bm=b&_bn=g&_bg=162106269245&utm_matchtype=b&gad_source=1&gclid=Cj0KCQjwkdO0BhDxARIsANkNcrefSPZbmKhMWB2K8cQGNCe5MlCLTbOWmHRCT01imRhBmQbtn7qlSEwaAtEREALw_wcB" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><b>request a personalized demo. </b></a></h3></div><p class="RichText__Paragraph-sc-lgc1a-2 dggytE"><br/></p></div></div><div class="Spacing-sc-11pk266-0 fWOdXJ"><div class="SingleResourceView__ResourceFooter-sc-1jrcm8m-6 gdgrgb"><div itemscope="" itemProp="author" class="Author__Wrapper-sc-1ep02bo-0 dLxPXm" itemType="https://schema.org/Person"><div class="Author__SectionName-sc-1ep02bo-2 exWuZb">Author</div><div class="Author__Header-sc-1ep02bo-3 dwxJle"><div class="Author__Image-sc-1ep02bo-1 cHhCTI"><picture><source type="image/webp" srcSet="https://images.ctfassets.net/b7g9mrbfayuu/3fOdaHzJeM9o84mPZSPk24/2aa496cadc2de6f749c901fa84573f06/Pastel_Purple_Mustard_White_Simple_Professional_Employment_LinkedIn_Profile_Picture.png?w=120&fm=webp&q=80"/><img alt="Danielle De La Bastide " loading="lazy" src="https://images.ctfassets.net/b7g9mrbfayuu/3fOdaHzJeM9o84mPZSPk24/2aa496cadc2de6f749c901fa84573f06/Pastel_Purple_Mustard_White_Simple_Professional_Employment_LinkedIn_Profile_Picture.png?w=120&fm=jpg&q=80" itemProp="image" title="Danielle De La Bastide - B2B Content Strategist"/></picture></div><div class="Author__Info-sc-1ep02bo-7 cryOmn"><div itemProp="name" class="Author__Name-sc-1ep02bo-4 eIjpPE">Danielle De La Bastide </div><div itemProp="jobTitle" class="Author__Title-sc-1ep02bo-5 jYfPKU">B2B Content Strategist</div></div></div><div itemProp="description" class="Author__Description-sc-1ep02bo-6 ivrcQH">Dani is a proud Trustie who has been in the content game for years and loves working with and writing for dynamic companies that put great products out into the world. When she's not writing, you can find her strolling in a London park patting as many dogs as she can. </div></div><div itemscope="" itemProp="publisher" itemType="https://schema.org/Organization" class="SingleResourceView__HiddenData-sc-1jrcm8m-16 dHXKSn"><div itemscope="" itemProp="logo" itemType="https://schema.org/ImageObject"><img aria-label="trustpilot logo" src="https://cdn.trustpilot.net/brand-assets/2.0.0/favicons/favicon-dark-256x256.png"/><meta itemProp="url" content="https://cdn.trustpilot.net/brand-assets/2.0.0/favicons/favicon-dark-256x256.png"/></div><meta itemProp="name" content="Trustpilot"/></div><div class="SingleResourceView__SocialIconsWrapper-sc-1jrcm8m-8 kSKgDu"><div class="SingleResourceView__SectionName-sc-1jrcm8m-9 fYuRZl">Share</div><ul class="SingleResourceView__SocialIcons-sc-1jrcm8m-10 gtxPqf"><li class="SingleResourceView__SocialShareIconItem-sc-1jrcm8m-11 gldAZq"><a href="https://www.facebook.com/sharer/sharer.php?u=https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility" target="_blank" aria-label="Facebook share button" rel="noopener noreferrer" class="SingleResourceView__SocialShareIconLink-sc-1jrcm8m-12 SingleResourceView__FacebookIconLinkWrapper-sc-1jrcm8m-13 hNXfOs hvmzIW"><svg xmlns="http://www.w3.org/2000/svg" width="7.5" height="12" viewBox="0 0 25 53" role="img" aria-hidden="true" aria-label="Facebook" title="Facebook"><path d="M24.352 16.97h-8.294v-5.44c0-2.043 1.355-2.519 2.308-2.519h5.852V.031l-8.06-.03C7.21 0 5.173 6.696 5.173 10.982v5.986H0v9.253h5.175v26.184h10.884V26.222h7.345l.949-9.253z" fill="#000" fill-rule="evenodd"></path></svg></a></li><li class="SingleResourceView__SocialShareIconItem-sc-1jrcm8m-11 gldAZq"><a href="https://twitter.com/intent/tweet?status=The%20impact%20of%20reviews%20on%20brand%20authenticity%20and%20product%20credibility+https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility" target="_blank" aria-label="Twitter share button" rel="noopener noreferrer" class="SingleResourceView__SocialShareIconLink-sc-1jrcm8m-12 SingleResourceView__TwitterIconLinkWrapper-sc-1jrcm8m-14 hNXfOs iBCqDo"><svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" viewBox="0 0 50 41" role="img" aria-hidden="true" aria-label="Twitter" title="Twitter"><path d="M49.263 4.739a20.11 20.11 0 01-5.805 1.59A10.125 10.125 0 0047.902.739a20.232 20.232 0 01-6.418 2.454A10.093 10.093 0 0034.107 0c-5.58 0-10.106 4.525-10.106 10.107 0 .79.09 1.562.262 2.303-8.4-.422-15.848-4.445-20.833-10.56a10.055 10.055 0 00-1.368 5.082c0 3.506 1.784 6.6 4.496 8.412a10.078 10.078 0 01-4.578-1.265v.128c0 4.896 3.483 8.98 8.107 9.91a10.162 10.162 0 01-4.565.172c1.287 4.015 5.02 6.938 9.441 7.019a20.276 20.276 0 01-12.552 4.327c-.815 0-1.62-.048-2.41-.142a28.6 28.6 0 0015.492 4.54c18.591 0 28.756-15.4 28.756-28.755 0-.438-.009-.875-.028-1.31a20.47 20.47 0 005.042-5.23" fill="#000" fill-rule="evenodd"></path></svg></a></li><li class="SingleResourceView__SocialShareIconItem-sc-1jrcm8m-11 gldAZq"><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://uk.business.trustpilot.com/reviews/build-trusted-brand/the-impact-of-reviews-on-brand-authenticity-and-product-credibility&title=The%20impact%20of%20reviews%20on%20brand%20authenticity%20and%20product%20credibility" target="_blank" aria-label="Linkedin share button" rel="noopener noreferrer" class="SingleResourceView__SocialShareIconLink-sc-1jrcm8m-12 SingleResourceView__LinkedInIconLinkWrapper-sc-1jrcm8m-15 hNXfOs dSexCa"><svg xmlns="http://www.w3.org/2000/svg" width="10.5" height="12" viewBox="0 0 46 44" role="img" aria-hidden="true" aria-label="LinkedIn" title="LinkedIn"><path d="M45.43 43.423H35.69V27.745c0-3.937-1.409-6.624-4.932-6.624-2.69 0-4.291 1.812-4.997 3.563-.258.625-.32 1.5-.32 2.375v16.363h-9.739s.129-26.553 0-29.299h9.739v4.148c1.294-1.996 3.608-4.839 8.779-4.839 6.406 0 11.21 4.19 11.21 13.19v16.801h-.002zM5.445 10.123H5.38C2.113 10.123 0 7.873 0 5.06 0 2.188 2.178 0 5.51 0c3.331 0 5.38 2.188 5.445 5.06 0 2.813-2.116 5.063-5.51 5.063M.575 43.423h9.738V14.125H.575z" fill="#000" fill-rule="evenodd"></path></svg></a></li></ul></div></div></div></div></div><h3 class="Headers__Heading-sc-1erae96-0 Headers__H3-sc-1erae96-4 SingleResourceView__RelatedResourceHeader-sc-1jrcm8m-5 evCvBb ikIQBu dVffls">Related stories</h3><div class="Spacing-sc-11pk266-0 dWqNns"><div class="ResourceList__Wrapper-sc-pc4464-0 cLpIpn"><div class="ResourcePreview__Wrapper-sc-1isvcvt-0 jYhHgZ ResourceList__SpacedVerticalPreview-sc-pc4464-1 hRalXx"><a aria-labelledby="resource-preview-header-trustpilot-for-free-users-how-your-trustscore-works-and-how-to-boost-it" href="/reviews/build-trusted-brand/trustpilot-for-free-users-how-your-trustscore-works-and-how-to-boost-it" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePreview__ThumbnailLink-sc-1isvcvt-1 hRKPDT klJQeY"><div class="ResourceThumbnails__Outline-sc-jtwjfn-0 fJxXiS"><div class="react-aspect-ratio-placeholder" style="max-width:640px;width:100%;--aspect-ratio:(16/9)"><img alt="Maximise without being pushy blog " title="" sizes="25vw" srcSet="https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=256&fm=webp 256w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=384&fm=webp 384w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=640&fm=webp 640w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=750&fm=webp 750w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=828&fm=webp 828w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=1080&fm=webp 1080w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=1200&fm=webp 1200w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=1920&fm=webp 1920w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=2048&fm=webp 2048w, https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=3840&fm=webp 3840w" src="https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png?q=85&w=3840&fm=webp" decoding="async" data-nimg="fill" loading="lazy" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;color:transparent"/></div></div></a><div class="ResourcePreview__Info-sc-1isvcvt-6 qElTU"><a href="/reviews/build-trusted-brand" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePreview__Pillar-sc-1isvcvt-3 hRKPDT jLMrdp">Build a Trusted Brand</a><a href="/reviews/build-trusted-brand/trustpilot-for-free-users-how-your-trustscore-works-and-how-to-boost-it" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><h3 id="resource-preview-header-trustpilot-for-free-users-how-your-trustscore-works-and-how-to-boost-it" class="ResourcePreview__Header-sc-1isvcvt-4 faqetS">Trustpilot for Free users: How your TrustScore works and how to boost it</h3></a></div></div><div class="ResourcePreview__Wrapper-sc-1isvcvt-0 jYhHgZ ResourceList__SpacedVerticalPreview-sc-pc4464-1 hRalXx"><a aria-labelledby="resource-preview-header-what-are-the-benefits-of-user-generated-content-6-reasons-youre-missing-out" href="/reviews/build-trusted-brand/what-are-the-benefits-of-user-generated-content-6-reasons-youre-missing-out" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePreview__ThumbnailLink-sc-1isvcvt-1 hRKPDT klJQeY"><div class="ResourceThumbnails__Outline-sc-jtwjfn-0 fJxXiS"><div class="react-aspect-ratio-placeholder" style="max-width:2048px;width:100%;--aspect-ratio:(16/9)"><img alt="Hero UGC" sizes="25vw" srcSet="https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=256&fm=webp 256w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=384&fm=webp 384w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=640&fm=webp 640w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=750&fm=webp 750w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=828&fm=webp 828w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=1080&fm=webp 1080w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=1200&fm=webp 1200w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=1920&fm=webp 1920w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=2048&fm=webp 2048w, https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=3840&fm=webp 3840w" src="https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png?q=85&w=3840&fm=webp" decoding="async" data-nimg="fill" loading="lazy" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;color:transparent"/></div></div></a><div class="ResourcePreview__Info-sc-1isvcvt-6 qElTU"><a href="/reviews/build-trusted-brand" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePreview__Pillar-sc-1isvcvt-3 hRKPDT jLMrdp">Build a Trusted Brand</a><a href="/reviews/build-trusted-brand/what-are-the-benefits-of-user-generated-content-6-reasons-youre-missing-out" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><h3 id="resource-preview-header-what-are-the-benefits-of-user-generated-content-6-reasons-youre-missing-out" class="ResourcePreview__Header-sc-1isvcvt-4 faqetS">What are the benefits of user-generated content? 6 reasons you’re missing out by not using UGC </h3></a></div></div><div class="ResourcePreview__Wrapper-sc-1isvcvt-0 jYhHgZ ResourceList__SpacedVerticalPreview-sc-pc4464-1 hRalXx"><a aria-labelledby="resource-preview-header-why-you-should-collect-reviews-with-facebook-messenger" href="/reviews/build-trusted-brand/why-you-should-collect-reviews-with-facebook-messenger" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePreview__ThumbnailLink-sc-1isvcvt-1 hRKPDT klJQeY"><div class="ResourceThumbnails__Outline-sc-jtwjfn-0 fJxXiS"><div class="react-aspect-ratio-placeholder" style="max-width:824px;width:100%;--aspect-ratio:(16/9)"><img alt="An untapped channel for customer communication: Facebook Messenger" title="An untapped channel for customer communication: Facebook Messenger" sizes="25vw" srcSet="https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=256&fm=webp 256w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=384&fm=webp 384w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=640&fm=webp 640w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=750&fm=webp 750w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=828&fm=webp 828w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=1080&fm=webp 1080w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=1200&fm=webp 1200w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=1920&fm=webp 1920w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=2048&fm=webp 2048w, https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=3840&fm=webp 3840w" src="https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png?q=85&w=3840&fm=webp" decoding="async" data-nimg="fill" loading="lazy" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;color:transparent"/></div></div></a><div class="ResourcePreview__Info-sc-1isvcvt-6 qElTU"><a href="/reviews/build-trusted-brand" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 ResourcePreview__Pillar-sc-1isvcvt-3 hRKPDT jLMrdp">Build a Trusted Brand</a><a href="/reviews/build-trusted-brand/why-you-should-collect-reviews-with-facebook-messenger" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><h3 id="resource-preview-header-why-you-should-collect-reviews-with-facebook-messenger" class="ResourcePreview__Header-sc-1isvcvt-4 faqetS">An untapped channel for customer communication: Facebook Messenger</h3></a></div></div></div></div></main><footer class="FooterComponents__FooterContainer-sc-9eyidb-3 lSPOF"><div class="Spacing-sc-11pk266-0 cBqzJO"><div class="FooterComponents__FooterLogo-sc-9eyidb-7 bxkVFo"><img src="https://cdn.trustpilot.net/brand-assets/4.1.0/logo-white.svg" alt="Trustpilot Logo" title="Trustpilot Logo" loading="lazy"/></div></div><div class="Spacing-sc-11pk266-0 fpOdRS"><div class="FooterComponents__BusinessFooterWrapper-sc-9eyidb-10 cPqwym"><div class="Grids__Grid-sc-1mr2shc-0 Grids__GridFiveColumn-sc-1mr2shc-4 jWOGPY kyCiGI"><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">About us</h5><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/trust/how-reviews-work" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">How Trustpilot works</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/about" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Our story</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/trust" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">What we believe</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/jobs" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Jobs<span class="FooterComponents__FooterSpan-sc-9eyidb-6 fxAULI">HIRING!</span></p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/blog" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Blog</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://press.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Press</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.legal.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Trustpilot Legal</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://investors.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Investor Relations</p></a></div></div><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">Review community</h5><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/users/connect?signup=True" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Join the community</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/users/connect" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Leave a review</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Search for a company</p></a></div></div><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">Businesses</h5><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Trustpilot Business</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/features/service-reviews" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Features</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/pricing" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Pricing</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/partners" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Partners</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/partners/agencies" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Agency partners</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/partners/become-a-partner" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Become a partner</p></a></div></div><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">Resources</h5><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/reviews" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Business Blog</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/webinars-videos" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Webinars and Videos</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/guides-reports" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Guides and Reports</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="/customer-stories" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Customer Stories</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://developers.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Developers</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://tech.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Tech blog</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://status.trustpilot.com" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">System status</p></a></div></div><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">Contact</h5><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.business.trustpilot.com/contact-us?cta=contact-us_footer" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Contact Sales</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://support.trustpilot.com/hc/en-GB" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Help Center</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><a href="https://uk.trustpilot.com/contact" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Our offices</p></a></div></div></div><div class="Grids__Grid-sc-1mr2shc-0 Grids__GridTwoColumn-sc-1mr2shc-1 jWOGPY"><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">Country</h5><div><button class="CountrySelector__CountrySelectorButton-sc-177tln4-0 gNYtSu"><span title="United Kingdom" class="CountrySelector__CountrySelectorFlag-sc-177tln4-7 dOilVI"></span><span class="CountrySelector__CountrySelectorName-sc-177tln4-6 kCdAjf">United Kingdom</span><span class="CountrySelector__CountrySelectorArrow-sc-177tln4-1 geiwrH"><svg xmlns="http://www.w3.org/2000/svg" width="13.5" height="7" viewBox="0 0 56 30" role="img" aria-hidden="true"><path d="M0 0l28 30L56 0z" fill="#000232" fill-rule="evenodd"></path></svg></span></button><div class="CountrySelector__CountrySelectorListWrapper-sc-177tln4-2 lfylck"></div></div></div><div class="FooterComponents__FooterItems-sc-9eyidb-4 kUrCyI"><h5 color="white" class="Headers__Heading-sc-1erae96-0 Headers__H5-sc-1erae96-6 FooterComponents__FooterSubheader-sc-9eyidb-8 bFQzeY lakOgR fEMTxR">Follow us on</h5><ul class="FooterComponents__SocialFooterIconList-sc-9eyidb-0 lfEtu"><li class="FooterComponents__SocialFooterIconItem-sc-9eyidb-1 kubcvT"><a aria-label="Trustpilot Facebook Page" href="https://www.facebook.com/Trustpilot" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 FooterComponents__SocialFooterIconLink-sc-9eyidb-2 hRKPDT jLTpDK"><svg xmlns="http://www.w3.org/2000/svg" width="8" height="18" viewBox="0 0 25 53" role="img" aria-hidden="true" aria-label="Facebook"><path d="M24.352 16.97h-8.294v-5.44c0-2.043 1.355-2.519 2.308-2.519h5.852V.031l-8.06-.03C7.21 0 5.173 6.696 5.173 10.982v5.986H0v9.253h5.175v26.184h10.884V26.222h7.345l.949-9.253z" fill="#000" fill-rule="evenodd"></path></svg></a></li><li class="FooterComponents__SocialFooterIconItem-sc-9eyidb-1 kubcvT"><a aria-label="Trustpilot Twitter page" href="https://twitter.com/Trustpilot" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 FooterComponents__SocialFooterIconLink-sc-9eyidb-2 hRKPDT jLTpDK"><svg xmlns="http://www.w3.org/2000/svg" width="18" height="14" viewBox="0 0 50 41" role="img" aria-hidden="true" aria-label="Twitter"><path d="M49.263 4.739a20.11 20.11 0 01-5.805 1.59A10.125 10.125 0 0047.902.739a20.232 20.232 0 01-6.418 2.454A10.093 10.093 0 0034.107 0c-5.58 0-10.106 4.525-10.106 10.107 0 .79.09 1.562.262 2.303-8.4-.422-15.848-4.445-20.833-10.56a10.055 10.055 0 00-1.368 5.082c0 3.506 1.784 6.6 4.496 8.412a10.078 10.078 0 01-4.578-1.265v.128c0 4.896 3.483 8.98 8.107 9.91a10.162 10.162 0 01-4.565.172c1.287 4.015 5.02 6.938 9.441 7.019a20.276 20.276 0 01-12.552 4.327c-.815 0-1.62-.048-2.41-.142a28.6 28.6 0 0015.492 4.54c18.591 0 28.756-15.4 28.756-28.755 0-.438-.009-.875-.028-1.31a20.47 20.47 0 005.042-5.23" fill="#000" fill-rule="evenodd"></path></svg></a></li><li class="FooterComponents__SocialFooterIconItem-sc-9eyidb-1 kubcvT"><a aria-label="Trustpilot LinkedIn page" href="https://www.linkedin.com/company/trustpilot" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 FooterComponents__SocialFooterIconLink-sc-9eyidb-2 hRKPDT jLTpDK"><svg xmlns="http://www.w3.org/2000/svg" width="17" height="16" viewBox="0 0 46 44" role="img" aria-hidden="true" aria-label="LinkedIn"><path d="M45.43 43.423H35.69V27.745c0-3.937-1.409-6.624-4.932-6.624-2.69 0-4.291 1.812-4.997 3.563-.258.625-.32 1.5-.32 2.375v16.363h-9.739s.129-26.553 0-29.299h9.739v4.148c1.294-1.996 3.608-4.839 8.779-4.839 6.406 0 11.21 4.19 11.21 13.19v16.801h-.002zM5.445 10.123H5.38C2.113 10.123 0 7.873 0 5.06 0 2.188 2.178 0 5.51 0c3.331 0 5.38 2.188 5.445 5.06 0 2.813-2.116 5.063-5.51 5.063M.575 43.423h9.738V14.125H.575z" fill="#000" fill-rule="evenodd"></path></svg></a></li><li class="FooterComponents__SocialFooterIconItem-sc-9eyidb-1 kubcvT"><a aria-label="Trustpilot Youtube page" href="https://www.youtube.com/c/trustpilotreviews" target="_blank" rel="noopener nofollow" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 FooterComponents__SocialFooterIconLink-sc-9eyidb-2 hRKPDT jLTpDK"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="13" viewBox="0 0 55 44" role="img" aria-hidden="true" aria-label="YouTube"><path d="M22 34.375V9.625L38.5 22 22 34.375zM49.5 1.1C47.85.55 37.675 0 27.5 0S7.15.55 5.5 1.1C1.1 2.475 0 12.1 0 22c0 9.9 1.1 19.525 5.5 20.9 1.65.55 11.825 1.1 22 1.1s20.35-.55 22-1.1c4.4-1.375 5.5-11 5.5-20.9 0-9.9-1.1-19.525-5.5-20.9z" fill="#000" fill-rule="evenodd"></path></svg></a></li></ul></div></div></div></div><div class="Spacing-sc-11pk266-0 cBqzJO"><div class="FooterComponents__FooterItems-sc-9eyidb-4 hvLbEG"><div class="FooterComponents__FooterItem-sc-9eyidb-5 jDOoQr"><a href="https://uk.legal.trustpilot.com/for-businesses/terms-of-use-and-sale-for-businesses" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Terms and Conditions</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 jDOoQr"><a href="https://uk.legal.trustpilot.com/for-businesses/business-privacy-policy" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Privacy Policy</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 jDOoQr"><a href="https://uk.legal.trustpilot.com/for-businesses/guidelines-for-businesses" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Company Guidelines</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 jDOoQr"><a href="https://uk.legal.trustpilot.com/for-businesses/trademark-guidelines" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Trademark Guidelines</p></a></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 jDOoQr"><p style="cursor:pointer" class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Cookie preferences</p></div><div class="FooterComponents__FooterItem-sc-9eyidb-5 jDOoQr"><a href="https://uk.legal.trustpilot.com/for-everyone/modern-slavery-and-human-trafficking-statement" target="_blank" class="Links__StyledAnchor-sc-hi52k0-0 dIHLzf Links__Link-sc-hi52k0-1 hRKPDT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 kwnLWE ktCRSZ hyyWSP">Modern Slavery Statement</p></a></div></div><div class="FooterComponents__FooterItems-sc-9eyidb-4 fWsUAC"><div class="FooterComponents__FooterItem-sc-9eyidb-5 chxrrT"><p class="Text-sc-yivxle-0 Text__SecondaryText-sc-yivxle-1 FooterComponents__FooterItemText-sc-9eyidb-9 jIgtv fVytIc hyyWSP">© 2024 Trustpilot A/S. All rights reserved.</p></div></div></div></footer></div></div></div><script id="__NEXT_DATA__" type="application/json" crossorigin="anonymous">{"props":{"locale":{"title":"United Kingdom","subdomain":"uk","language":"en-GB","countryCode":"GB","code":"en-GB","hrefLang":["en-GB"],"filter":[],"isEnglish":true},"translations":{"author/author":"Author","basic/all":"All","basic/search":"Search ...","forms/required":"This field is required","forms/toolong":"Sorry, there's a limit of 128 characters","forms/tooshort_computed":"Sorry, there's a minimum of [minLength] characters","forms/toolong_computed":"Sorry, there's a limit of [maxLength] characters","forms/fields/website":"Domain","forms/fields/website/missing":"Please enter your website address","forms/fields/website/invalid":"This website address is not valid","forms/fields/companyname":"Company name","forms/fields/companyname/missing":"Please enter your company name","forms/fields/firstname":"First name","forms/fields/firstname/missing":"Please enter your first name","forms/fields/lastname":"Last name","forms/fields/lastname/missing":"Please enter your last name","forms/fields/jobtitle":"Job title","forms/fields/jobtitle/missing":"Please enter your job title","forms/fields/fullname":"Full name (first name, last name)","forms/fields/fullname/missing":"Please enter your full name","forms/fields/email":"Business email","forms/fields/emailaddress":"Email address","forms/fields/email/missing":"Please enter your email address","forms/fields/phone":"Phone number","forms/fields/phone/missing":"Please enter your phone number","forms/fields/phone/invalid":"This phone number is invalid","forms/fields/country":"Country","forms/fields/country/missing":"Please enter your country","forms/fields/submit/label":"Send","forms/buttons/requestdemo":"Request demo","forms/fields/email/invalid":"Please enter a valid email address","forms/fields/email/blocked":"Don't have a business email, why not sign up for a free account \u003ca href='/signup'\u003ehere\u003c/a\u003e","forms/fields/email/possible_typo":"Please check the spelling of your email address as we have recognized that the email that you have provided is appearing as invalid/ mispelt, please ensure you are providing a correct email address to successfully submit the form.","forms/fields/email/domain":"Unfortunately, we have recognized that the email domain that you have provided is invalid, please ensure you are providing the correct email domain to successfully submit the form.","forms/fields/email/spamtrap":"Unfortunately, we have recognized that the email that you have provided has been marked as a spamtrap, please ensure you are providing the correct email domain for the form to successfully submit.","forms/fields/email/do_not_mail":"Unfortunately, we have recognized that the email that you have provided has been flagged as Do Not Mail, please ensure you are providing the correct email domain for the form to successfully submit.","header/business/forconsumers":"For consumers","header/business/whytrustpilot":"Why Trustpilot","header/business/solutions":"Solutions","header/business/features":"Features","header/business/features/collect":"Get Reviews","header/business/features/collect/servicereviews":"Service Reviews","header/business/features/collect/productreviews":"Product Reviews","header/business/features/collect/locationreviews":"Location Reviews","header/business/features/collect/reviewinvitations":"Review Invitations","header/business/features/collect/dataprivacy":"Advanced Data Privacy","header/business/manage":"Manage Reviews","header/business/grow":"Grow with Reviews","header/business/learn":"Learn from Reviews","header/business/attract":"Attract New Customers","header/business/enterprise":"For Enterprises","header/business/manage/respond":"Respond to Reviews","header/business/manage/flagandreport":"Flag and Report Reviews","header/business/manage/safeguards":"Platform Safeguards","header/business/manage/profile-page":"Profile Page","header/business/showcase":"Showcase Reviews","header/business/showcase/trustpilotwidgets":"Trustpilot widgets","header/business/showcase/reviewseo":"Review SEO","header/business/showcase/socialmedia":"Social Media Tools","header/business/showcase/marketing":"Marketing Assets","header/business/analyze":"Analyze Reviews","header/business/analyze/insights":"Review Insights","header/business/analyze/market-insights":"Market Insights","header/business/analyze/review-spotlight":"Review Spotlight","header/business/analyze/analytics":"Dashboard and Analytics","header/business/analyze/tagging":"Review Tagging","header/business/integrations":"Integrations","header/business/plans":"Pricing","header/business/customerstories":"Customer Stories","header/business/resources":"Resources","header/business/resources/blog":"Blog","header/business/resources/webinars":"Webinars and Videos","header/business/resources/guides":"Guides and Reports","header/business/resources/industries":"Industries","header/business/resources/support":"Help Center","header/business/resources/calculate-roi":"ROI of Trustpilot","header/business/login":"Log in","header/business/signup":"Create free account","header/mobilemenu":"Menu","header/mobileclose":"Close","pagination/prev":" Prev page","pagination/next":"Next page ","pagination/page":"Page","500page/metatitle":"Bad request","500page/header":"Oops!","500page/description":"There is a problem with our servers.\u003cbr /\u003eWe should have this page up and running soon.","500page/button":"Go to home page","404page/metatitle":"Page not found","404page/header":"Oops!","404page/description":"We can't seem to find the page you're looking for.","404page/button":"Go to home page","footer/headers/aboutus":"About us","footer/headers/community":"Community","footer/headers/reviewcommunity":"Review community","footer/headers/companies":"For Companies","footer/headers/businesses":"Businesses","footer/headers/resources":"Resources","footer/headers/contact":"Contact","footer/headers/country":"Country","footer/headers/followuson":"Follow us on","footer/items/ourstory":"Our story","footer/items/about":"About","footer/items/contact":"Contact","footer/items/whatwebelieve":"What we believe","footer/items/howtrustpilotworks":"How Trustpilot works","footer/items/jobs":"Jobs","footer/items/jobshiring":"HIRING!","footer/items/press":"Press","footer/items/legal":"Trustpilot Legal","footer/items/investors":"Investor Relations","footer/items/trustinreviews":"Trust in reviews","footer/items/jointhecommunity":"Join the community","footer/items/leavereview":"Leave a review","footer/items/searchforcompany":"Search for a company","footer/items/trustpilotbusiness":"Trustpilot Business","footer/items/whytrustpilot":"Why Trustpilot","footer/items/features":"Features","footer/items/plansandpricing":"Pricing","footer/items/plans":"Pricing","footer/items/partners":"Partners","footer/items/partnerdirectory":"Agency partners","footer/items/becomepartner":"Become a partner","footer/items/finduscapterra":"Find us on Capterra","footer/items/findusg2":"Find us on G2","footer/items/blog":"Blog","footer/items/blogbusiness":"Business Blog","footer/items/stories":"Customer Stories","footer/items/resources":"Resources","footer/items/guides":"Guides and Reports","footer/items/webinars":"Webinars and Videos","footer/items/industries":"Industries","footer/items/developers":"Developers","footer/items/techblog":"Tech blog","footer/items/systemstatus":"System status","footer/items/contactsales":"Contact Sales","footer/items/supportcenter":"Help Center","footer/items/login":"Log in","footer/items/signup":"Sign up","footer/items/chromeapp":"Chrome App","footer/items/ouroffices":"Our offices","footer/items/termsconditions":"Terms and Conditions","footer/items/privacypolicy":"Privacy Policy","footer/items/companyguidelines":"Company Guidelines","footer/items/trademarkguidelines":"Trademark Guidelines","footer/items/allrightsreserved":"All rights reserved.","resources/readmore":"Read more","requestdemo/trustscorelink":"See your Trustpilot company page","requestdemo/outof":"out of","requestdemo/yourtrustscore":"Your TrustScore","requestdemo/reviewsreceived":"Reviews received","requestdemo/claimed":"This Trustpilot profile is unclaimed.","requestdemo/unclaimed":"This Trustpilot profile was claimed:","requestdemo/norating":"No ratings yet","requestdemo/noratingtext":"Trustpilot can help you make more sales by building a trusted brand and learning from your customers. ","pricing/plan/tapToCollapse":"Tap to collapse","pricing/plan/tapToLearnMore":"Tap to learn more","pricing/plan/requestPricing":"Pricing upon request","pricing/compare/review-collection":"Review collection","pricing/compare/share-promote":"Share and promote","pricing/compare/analytics":"Analytics","pricing/compare/profile-page":"Profile page","pricing/compare/integrations":"Integrations","pricing/compare/support":"Support","pricing/compare/account-management":"Account management","pricing/plan/included":"Included in","buttons/back":"Back","default":{"basic/all":"All","metainfo/title":"Customer Reviews For SEO, Marketing \u0026 Sales - Trustpilot Business","metainfo/description":"Make your company part of the largest consumer review community in the world. Collect verified reviews, boost your marketing and increase sales.","meta/article/title":"Trustpilot Business Blog","pillars/seeninsearch":"Get Seen in Search","pillars/buildbrand":"Build a Trusted Brand","pillars/learnfromcustomers":"Learn From Your Customers","pillars/browsersbuyers":"Turn Browsers Into Buyers","pillars/insidetrustpilot":"Inside Trustpilot","industries/ecommerce":"eCommerce","industries/training-education":"Training \u0026 Education","industries/travel":"Travel","industries/auto":"Auto","industries/health-sport":"Health \u0026 Sport","industries/finance-insurance":"Finance \u0026 Insurance","industries/startup-software":"Start Ups \u0026 Software companies","industries/service-companies":"Service companies","industries/home-garden":"Home \u0026 Garden","industries/recruitment":"Recruitment","industries/property":"Property","industries/fashion-retail":"Fashion retail","industries/partner-case-study":"Partner case study","reviews/page/title":"Trustpilot Business Blog","reviews/featured":"Featured articles","reviews/see-more":"See more articles","reviews/search":"Search articles","reviews/related":"Related stories","customer-stories/page/subtitle":"Customer Stories","customer-stories/page/title":"Join +980.000 companies, businesses and brands currently using Trustpilot","customer-stories/more":"More stories","customer-stories/see-more":"See more customer stories","customer-stories/choose":"Choose industry","webinars-videos/page/title":"Webinars and Videos","webinars-videos/search":"Search webinars \u0026 videos","webinars-videos/comingsoon":"Coming soon","webinars-videos/see-more":"See more webinars","guides-reports/page/title":"Guides and reports","guides-reports/search":"Search guides and reports","guides-reports/see-more":"See more reports","social/share":"Share","navigation/back":"Go back","author/author":"Author","planspage/close":"Close","planspage/learnmore":"Learn more","planspage/compare":"Compare Free vs. Standard","planspage/addons":"Add-ons","plans/compare/respondToAndReportOnReviews":"Respond to and report reviews","plans/compare/reportingAndAnalytics":"Dashboard and analytics","plans/compare/companyAndLocationProfilePages":"Company and location profile pages","plans/compare/automatedReviewInvitations":"Automated review invitations (Service, Locations, and/or Product Reviews)","plans/compare/marketingAssets":"Marketing assets","plans/compare/trustpilotWidgets":"Trustpilot widgets","plans/compare/analysis":"Analysis","plans/compare/intergrations":"Available integrations","plans/compare/customization":"Customization","plans/compare/support":"Support","plans/compare/invitePastCustomersFirstDays":"Invite past customers in the first 90 days","plans/compare/socialSharing":"Social sharing on Twitter, Facebook, and LinkedIn","plans/compare/accessToThirdPartyIntegrations":"Access to third party integrations (Zendesk, Slack, Hootsuite etc)","plans/compare/ecommerceInvitationPlugins":"eCommerce invitation plugins","plans/compare/manageUserAccessToPlatformFeatures":"Manage user access to platform features","plans/compare/imageGeneratorForSocialMediaContentCreation":"Image Generator for social media content creation","plans/compare/googleSellerRatingsAndProductRatings":"Google Seller Ratings and Product Ratings, Bing and Yahoo Merchant Reviews","plans/compare/accessToAddOnModules":"Access to add-on modules for additional features","plans/compare/reviewTagging":"Review tags","plans/compare/dedicatedAccountManager":"Dedicated account manager","plans/compare/accessToTrustpilotApi":"Access to Trustpilot API","plans/compare/feature":"Features","requestdemo/trustscorelink":"See your Trustpilot company page","requestdemo/outof":"out of","requestdemo/yourtrustscore":"Your TrustScore","requestdemo/reviewsreceived":"Reviews received","requestdemo/claimed":"This Trustpilot profile is unclaimed.","requestdemo/unclaimed":"This Trustpilot profile was claimed:","requestdemo/norating":"No ratings yet","requestdemo/noratingtext":"Trustpilot can help you make more sales by building a trusted brand and learning from your customers. ","forms/unexpected_error":"Sorry, we couldn't complete your request. Try submitting your information again.","500page/metatitle":"Bad request","500page/header":"Oops!","500page/description":"There is a problem with our servers.\u003cbr /\u003eWe should have this page up and running soon.","500page/button":"Go to home page","404page/metatitle":"Page not found","404page/header":"Oops!","404page/description":"We can't seem to find the page you're looking for.","404page/button":"Go to home page","partnerpages/partnerslistlink":"Explore all partners","partnerpages/portalloginbutton":"Log in","partnerpages/portallogininput":"Password","partnerpages/partnersappsfilter":"Filter by app type","partnerpages/partnersagencyfilter":"Filter by country","partnerpages/partnersagencyfilterother":"Other","partnerpages/portalloginheader":"Log in to the Partner Resources Portal","partnerpages/portalloginerror":"Invalid login details, please try again","partnerpages/nopartnersfoundcategory":"No partners found under this category","notifications/nojs":"Oh no! You have disabled JavaScript in your browser!\u003cbr /\u003eThis means some functionality on our website will not work as intended.\u003cbr /\u003eTo switch JavaScript back on, go to your browser settings.","signup/disclaimer":"By clicking above you accept our [Privacy policy](https://legal.trustpilot.com/for-businesses/business-privacy-policy) and agree to receive emails or calls from Trustpilot about our products and services. You may unsubscribe at any time by clicking the unsubscribe link at the bottom of the email or by contacting us at [privacy@trustpilot.com](mailto:privacy@trustpilot.com). Trustpilot's calls may be recorded for training and quality purposes.","signup/modal/title":"Are you sure you want to continue?","signup/modal/confirm":"Yes","signup/modal/cancel":"No","signup/modal/warning":"Warning: Using an email that does not end in [DOMAIN] will prolong the account registration process significantly.","signup/form/demotext":"I'd also like to speak to an expert from Trustpilot to learn more ways to grow.","signup/form/submit":"Create free account","signup/errors/domainclaimed":"Sorry, it looks like this website has already been claimed. You also have the option to \u003ca\u003erequest a callback\u003c/a\u003e and we will get you set up.","signup/errors/userexists":"Sorry, it looks like this user already exists. Please \u003ca class='login'\u003elog in\u003c/a\u003e.\u003cbr /\u003e You also have the option to \u003ca class='request'\u003erequest a callback\u003c/a\u003e and we will get you set up.","signup/errors/callbackrequested":"Thank you for requesting a callback. We'll be in touch as soon as we can. In the meantime, why not \u003ca\u003echeck out our blog\u003c/a\u003e?","signup/errors/defaulterror":"Sorry, we couldn't complete your request. Try submitting your information again.","signup/errors/unclaimableerror":"Looks like this domain doesn't exist or cannot be claimed. Please enter another one.","unsub/header":"We’re sorry to see you go.","unsub/headererror":"We can’t let you go.","unsub/descriptionsuccess":"You have successfully unsubscribed from our business emails.","unsub/description":"Are you sure you want to unsubscribe from our business emails?\u003cbr /\u003eYou´ll miss out on our business tips and tricks, but we´ll continue to send emails regarding your account.","unsub/descriptionerror":"Something is wrong with the information you gave us, try clicking the unsubscribe link from one of our emails.","unsub/button":"Yes, unsubscribe me","requestupgrade/submit":"Log in to upgrade","requestupgrade/help":"Need help? [Contact us](/contact-us?cta=contact-us_login-to-upgrade)","jobs/dropdownheaderoffices":"Filter by office","jobs/dropdownheaderdepartments":"Filter by department","jobs/positiontableheaderposition":"Position","jobs/positiontableheaderoffice":"Office","jobs/positiontableheaderdepartment":"Department","resources/readmore":"Read more","roi/calculator/metatitle":"Trustpilot Business: ROI Calc","roi/calculator/metadescription":"ROI meta description","roi/calculator/title":"Receive the results straight to your inbox","roi/calculator/label/averageordernumber":"Average number of monthly orders","roi/calculator/label/conversionrate":"Website conversion rate (%)","roi/calculator/label/averageordervalue":"Average order value","roi/calculator/label/getresults":"Get your results","roi/calculator/conditions":"By clicking above you accept our [Privacy policy](https://legal.trustpilot.com/business-privacy-policy) and agree to receive emails or calls from Trustpilot about our products and services. You may unsubscribe at any time by clicking the unsubscribe link at the bottom of the email or by contacting us at [privacy@trustpilot.com](mailto:privacy@trustpilot.com)","roi/results/introtext":"**See below the estimated monthly increase in traffic and orders.** We estimate that it could take several months of using our Growth package before you experience these results. Rome wasn't built in a day.","roi/results/free/introtext":"### We are here to help\n#### Based on the figures you provided Trustpilot Free Plan is the best fit for your business.","roi/results/disclaimer":"This calculator is for illustration purposes only - actual results may vary. **Read our FAQs below:**","roi/results/orderstitle":"Increase in orders","roi/results/traffictitle":"Increase in web traffic","roi/results/investmenttitle":"Return on investment","roi/heroes/main/header":"Trustpilot ROI Calculator","roi/heroes/main/subheader":"Calculate the return on investment (ROI) you could experience with Trustpilot","roi/heroes/results/header":"Your results","roi/heroes/results/subheader":"Here's how you can benefit from one of Trustpilot's plans"},"metainfo/title":"Customer Reviews For SEO, Marketing \u0026 Sales - Trustpilot Business","metainfo/description":"Make your company part of the largest consumer review community in the world. Collect verified reviews, boost your marketing and increase sales.","meta/article/title":"Trustpilot Business Blog","pillars/seeninsearch":"Get Seen in Search","pillars/buildbrand":"Build a Trusted Brand","pillars/learnfromcustomers":"Learn From Your Customers","pillars/browsersbuyers":"Turn Browsers Into Buyers","pillars/insidetrustpilot":"Inside Trustpilot","industries/ecommerce":"eCommerce","industries/training-education":"Training \u0026 Education","industries/travel":"Travel","industries/auto":"Auto","industries/health-sport":"Health \u0026 Sport","industries/finance-insurance":"Finance \u0026 Insurance","industries/startup-software":"Start Ups \u0026 Software companies","industries/service-companies":"Service companies","industries/home-garden":"Home \u0026 Garden","industries/recruitment":"Recruitment","industries/property":"Property","industries/fashion-retail":"Fashion retail","industries/partner-case-study":"Partner case study","reviews/page/title":"Trustpilot Business Blog","reviews/featured":"Featured articles","reviews/see-more":"See more articles","reviews/search":"Search articles","reviews/related":"Related stories","customer-stories/page/subtitle":"Customer Stories","customer-stories/page/title":"Join +980.000 companies, businesses and brands currently using Trustpilot","customer-stories/more":"More stories","customer-stories/see-more":"See more customer stories","customer-stories/choose":"Choose industry","webinars-videos/page/title":"Webinars and Videos","webinars-videos/search":"Search webinars \u0026 videos","webinars-videos/comingsoon":"Coming soon","webinars-videos/see-more":"See more webinars","guides-reports/page/title":"Guides and reports","guides-reports/search":"Search guides and reports","guides-reports/see-more":"See more reports","social/share":"Share","navigation/back":"Go back","planspage/close":"Close","planspage/learnmore":"Learn more","planspage/compare":"Compare Free vs. Standard","planspage/addons":"Add-ons","plans/compare/respondToAndReportOnReviews":"Respond to and report reviews","plans/compare/reportingAndAnalytics":"Dashboard and analytics","plans/compare/companyAndLocationProfilePages":"Company and location profile pages","plans/compare/automatedReviewInvitations":"Automated review invitations (Service, Locations, and/or Product Reviews)","plans/compare/marketingAssets":"Marketing assets","plans/compare/trustpilotWidgets":"Trustpilot widgets","plans/compare/analysis":"Analysis","plans/compare/intergrations":"Available integrations","plans/compare/customization":"Customization","plans/compare/support":"Support","plans/compare/invitePastCustomersFirstDays":"Invite past customers in the first 90 days","plans/compare/socialSharing":"Social sharing on Twitter, Facebook, and LinkedIn","plans/compare/accessToThirdPartyIntegrations":"Access to third party integrations (Zendesk, Slack, Hootsuite etc)","plans/compare/ecommerceInvitationPlugins":"eCommerce invitation plugins","plans/compare/manageUserAccessToPlatformFeatures":"Manage user access to platform features","plans/compare/imageGeneratorForSocialMediaContentCreation":"Image Generator for social media content creation","plans/compare/googleSellerRatingsAndProductRatings":"Google Seller Ratings and Product Ratings, Bing and Yahoo Merchant Reviews","plans/compare/accessToAddOnModules":"Access to add-on modules for additional features","plans/compare/reviewTagging":"Review tags","plans/compare/dedicatedAccountManager":"Dedicated account manager","plans/compare/accessToTrustpilotApi":"Access to Trustpilot API","plans/compare/feature":"Features","forms/unexpected_error":"Sorry, we couldn't complete your request. Try submitting your information again.","partnerpages/partnerslistlink":"Explore all partners","partnerpages/portalloginbutton":"Log in","partnerpages/portallogininput":"Password","partnerpages/partnersappsfilter":"Filter by app type","partnerpages/partnersagencyfilter":"Filter by country","partnerpages/partnersagencyfilterother":"Other","partnerpages/portalloginheader":"Log in to the Partner Resources Portal","partnerpages/portalloginerror":"Invalid login details, please try again","partnerpages/nopartnersfoundcategory":"No partners found under this category","notifications/nojs":"Oh no! You have disabled JavaScript in your browser!\u003cbr /\u003eThis means some functionality on our website will not work as intended.\u003cbr /\u003eTo switch JavaScript back on, go to your browser settings.","signup/disclaimer":"By clicking above you accept our [Privacy policy](https://legal.trustpilot.com/for-businesses/business-privacy-policy) and agree to receive emails or calls from Trustpilot about our products and services. You may unsubscribe at any time by clicking the unsubscribe link at the bottom of the email or by contacting us at [privacy@trustpilot.com](mailto:privacy@trustpilot.com). Trustpilot's calls may be recorded for training and quality purposes.","signup/modal/title":"Are you sure you want to continue?","signup/modal/confirm":"Yes","signup/modal/cancel":"No","signup/modal/warning":"Warning: Using an email that does not end in [DOMAIN] will prolong the account registration process significantly.","signup/form/demotext":"I'd also like to speak to an expert from Trustpilot to learn more ways to grow.","signup/form/submit":"Create free account","signup/errors/domainclaimed":"Sorry, it looks like this website has already been claimed. You also have the option to \u003ca\u003erequest a callback\u003c/a\u003e and we will get you set up.","signup/errors/userexists":"Sorry, it looks like this user already exists. Please \u003ca class='login'\u003elog in\u003c/a\u003e.\u003cbr /\u003e You also have the option to \u003ca class='request'\u003erequest a callback\u003c/a\u003e and we will get you set up.","signup/errors/callbackrequested":"Thank you for requesting a callback. We'll be in touch as soon as we can. In the meantime, why not \u003ca\u003echeck out our blog\u003c/a\u003e?","signup/errors/defaulterror":"Sorry, we couldn't complete your request. Try submitting your information again.","signup/errors/unclaimableerror":"Looks like this domain doesn't exist or cannot be claimed. Please enter another one.","unsub/header":"We’re sorry to see you go.","unsub/headererror":"We can’t let you go.","unsub/descriptionsuccess":"You have successfully unsubscribed from our business emails.","unsub/description":"Are you sure you want to unsubscribe from our business emails?\u003cbr /\u003eYou´ll miss out on our business tips and tricks, but we´ll continue to send emails regarding your account.","unsub/descriptionerror":"Something is wrong with the information you gave us, try clicking the unsubscribe link from one of our emails.","unsub/button":"Yes, unsubscribe me","requestupgrade/submit":"Log in to upgrade","requestupgrade/help":"Need help? [Contact us](/contact-us?cta=contact-us_login-to-upgrade)","jobs/dropdownheaderoffices":"Filter by office","jobs/dropdownheaderdepartments":"Filter by department","jobs/positiontableheaderposition":"Position","jobs/positiontableheaderoffice":"Office","jobs/positiontableheaderdepartment":"Department","roi/calculator/metatitle":"Trustpilot Business: ROI Calc","roi/calculator/metadescription":"ROI meta description","roi/calculator/title":"Receive the results straight to your inbox","roi/calculator/label/averageordernumber":"Average number of monthly orders","roi/calculator/label/conversionrate":"Website conversion rate (%)","roi/calculator/label/averageordervalue":"Average order value","roi/calculator/label/getresults":"Get your results","roi/calculator/conditions":"By clicking above you accept our [Privacy policy](https://legal.trustpilot.com/business-privacy-policy) and agree to receive emails or calls from Trustpilot about our products and services. You may unsubscribe at any time by clicking the unsubscribe link at the bottom of the email or by contacting us at [privacy@trustpilot.com](mailto:privacy@trustpilot.com)","roi/results/introtext":"**See below the estimated monthly increase in traffic and orders.** We estimate that it could take several months of using our Growth package before you experience these results. Rome wasn't built in a day.","roi/results/free/introtext":"### We are here to help\n#### Based on the figures you provided Trustpilot Free Plan is the best fit for your business.","roi/results/disclaimer":"This calculator is for illustration purposes only - actual results may vary. **Read our FAQs below:**","roi/results/orderstitle":"Increase in orders","roi/results/traffictitle":"Increase in web traffic","roi/results/investmenttitle":"Return on investment","roi/heroes/main/header":"Trustpilot ROI Calculator","roi/heroes/main/subheader":"Calculate the return on investment (ROI) you could experience with Trustpilot","roi/heroes/results/header":"Your results","roi/heroes/results/subheader":"Here's how you can benefit from one of Trustpilot's plans"},"pageProps":{"_sentryTraceData":"a937163aca384dc590055dc8059b4540-895ddacd882ae2fd-0","locale":{"title":"United Kingdom","subdomain":"uk","language":"en-GB","countryCode":"GB","code":"en-GB","hrefLang":["en-GB"],"filter":[],"isEnglish":true},"relatedArticles":[{"thumbnail":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"3Wu2PnH9bZFI5x5MaiJsI6","type":"Asset","createdAt":"2024-04-26T14:30:56.624Z","updatedAt":"2024-04-26T14:30:56.624Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":3,"revision":1,"locale":"en"},"title":"Maximise without being pushy blog ","description":"","url":"https://images.ctfassets.net/b7g9mrbfayuu/3Wu2PnH9bZFI5x5MaiJsI6/2ded826991aa5e34c8333fcccef60452/Collaboration.png","details":{"size":43402,"image":{"width":640,"height":335}},"fileName":"Collaboration.png","contentType":"image/png","width":640,"height":335},"title":"Trustpilot for Free users: How your TrustScore works and how to boost it","slug":"trustpilot-for-free-users-how-your-trustscore-works-and-how-to-boost-it","date":"2024-05-13","pillar":"build-trusted-brand","sys":{"id":"2aYYLNEj4P13OnTVhJSXAQ","type":"Entry"}},{"thumbnail":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"5I2SEo4PfjlrfPfWWaFChO","type":"Asset","createdAt":"2021-07-02T13:58:53.414Z","updatedAt":"2021-07-02T13:58:53.414Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":3,"revision":1,"locale":"en"},"title":"Hero UGC","url":"https://images.ctfassets.net/b7g9mrbfayuu/5I2SEo4PfjlrfPfWWaFChO/75103f7d51a78df1414fc022709523c1/Hero_UGC.png","details":{"size":22067,"image":{"width":2048,"height":1150}},"fileName":"Hero UGC.png","contentType":"image/png","width":2048,"height":1150},"title":"What are the benefits of user-generated content? 6 reasons you’re missing out by not using UGC ","slug":"what-are-the-benefits-of-user-generated-content-6-reasons-youre-missing-out","date":"2021-07-02","pillar":"build-trusted-brand","sys":{"id":"1Y3qJIbHpeXzvNuB76T3ls","type":"Entry"}},{"thumbnail":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"5oQL4109XBAW6ODwP4umwj","type":"Asset","createdAt":"2019-03-15T14:04:21.822Z","updatedAt":"2022-11-16T18:14:21.716Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":15,"revision":4,"locale":"en"},"title":"An untapped channel for customer communication: Facebook Messenger","description":"An untapped channel for customer communication: Facebook Messenger","url":"https://images.ctfassets.net/b7g9mrbfayuu/5oQL4109XBAW6ODwP4umwj/eee2b7189d0bf6ea3354bd6d70d8586b/Screenshot_2022-11-16_at_18.13.58.png","details":{"size":741733,"image":{"width":824,"height":560}},"fileName":"Screenshot 2022-11-16 at 18.13.58.png","contentType":"image/png","width":824,"height":560},"title":"An untapped channel for customer communication: Facebook Messenger","slug":"why-you-should-collect-reviews-with-facebook-messenger","date":"2019-03-15","pillar":"build-trusted-brand","sys":{"id":"1963369","type":"Entry"}}],"article":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"2hsh8p5bYmL50ol1V0TLzQ","type":"Entry","createdAt":"2024-07-15T14:52:35.392Z","updatedAt":"2024-07-15T14:52:35.392Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":28,"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"article"}},"locale":"en"},"title":"The impact of reviews on brand authenticity and product credibility","slug":"the-impact-of-reviews-on-brand-authenticity-and-product-credibility","metaDescription":"Explore the interconnected concepts, the impact of customer sentiment, and how reviews can boost both brand authenticity and product credibility. Understand how brands can build trust and cut through the online noise.","locale":"US","date":"2024-07-15","pillar":"build-trusted-brand","hideFromPages":false,"author":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"nWZP1ehg2pWCinSpJURKp","type":"Entry","createdAt":"2023-10-06T13:50:01.696Z","updatedAt":"2023-10-06T13:53:19.158Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":25,"revision":2,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"blogAuthor"}},"locale":"en"},"name":"Danielle De La Bastide ","title":"B2B Content Strategist","description":"Dani is a proud Trustie who has been in the content game for years and loves working with and writing for dynamic companies that put great products out into the world. When she's not writing, you can find her strolling in a London park patting as many dogs as she can. ","image":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"3fOdaHzJeM9o84mPZSPk24","type":"Asset","createdAt":"2023-10-06T13:49:54.069Z","updatedAt":"2023-10-06T13:53:19.054Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":5,"revision":2,"locale":"en"},"title":"Dani De La Bastide ","description":"","url":"https://images.ctfassets.net/b7g9mrbfayuu/3fOdaHzJeM9o84mPZSPk24/2aa496cadc2de6f749c901fa84573f06/Pastel_Purple_Mustard_White_Simple_Professional_Employment_LinkedIn_Profile_Picture.png","details":{"size":706099,"image":{"width":800,"height":800}},"fileName":"Pastel Purple Mustard White Simple Professional Employment LinkedIn Profile Picture.png","contentType":"image/png","width":800,"height":800}},"thumbnail":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"bo7asW8FFunA5uH45vc1f","type":"Asset","createdAt":"2024-07-12T14:03:52.408Z","updatedAt":"2024-07-12T14:03:52.408Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":3,"revision":1,"locale":"en"},"title":"4 We make it happen Pink 1920x1080 (2)","description":"","url":"https://images.ctfassets.net/b7g9mrbfayuu/bo7asW8FFunA5uH45vc1f/6ce9753106ecae95620faaa30cfbda7f/4_We_make_it_happen_Pink_1920x1080__2_.gif","details":{"size":383782,"image":{"width":800,"height":450}},"fileName":"4_We_make_it_happen_Pink_1920x1080 (2).gif","contentType":"image/gif","width":800,"height":450},"featuredResource":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"CtzZioxo4HQfsL0LJ8qp1","type":"Entry","createdAt":"2024-02-07T15:37:58.433Z","updatedAt":"2024-05-07T16:16:43.906Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":5,"revision":2,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"resourceImage"}},"locale":"en"},"featured":false,"image":{"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"b7g9mrbfayuu"}},"id":"4I4Po5lmJZXOQNAtOWJmKV","type":"Asset","createdAt":"2024-01-31T17:26:38.096Z","updatedAt":"2024-05-07T16:15:40.068Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":7,"revision":2,"locale":"en"},"title":"DSC06632","description":"","url":"https://images.ctfassets.net/b7g9mrbfayuu/4I4Po5lmJZXOQNAtOWJmKV/d07136241824b084fd78f681ca82f3ce/DSC06632.jpg","details":{"size":1600809,"image":{"width":1920,"height":1080}},"fileName":"DSC06632.jpg","contentType":"image/jpeg","width":1920,"height":1080},"openLinkInNewTab":false},"intro":"## Brand authenticity vs product credibility \nThese interconnected concepts come together to address different aspects of brand value.\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Brand authenticity refers to “the extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility, and able to support consumers in being true to themselves,” according to the creators of the ","nodeType":"text"},{"data":{"uri":"https://iterable.com/resources/articles/customer-experience/general/what-is-brand-authenticity/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Perceived Brand Authenticity Scale. ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://mailchimp.com/resources/brand-authenticity/#:~:text=Key%20elements%20of%20authenticity\u0026text=Authentic%20brands%20are%20defined%20by,component%20of%20building%20brand%20authenticity."},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Elements","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" of brand authenticity include transparency, purpose, continuity in messaging, ethical practices, and a commitment to the brand's values.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How customers feel about a brand (their sentiment) is a big deal for how real you seem (your authenticity). After all, they're telling you what they think, which helps you act more genuine.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer sentiment and brand authenticity go hand in hand, mostly because customer sentiment is a qualitative customer service metric based on ","nodeType":"text"},{"data":{"uri":"https://www.medallia.com/blog/what-is-customer-sentiment-and-why-do-you-need-to-measure-it/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"customer words.","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" This aids in shaping and improving brand authenticity through direct feedback. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/advice/0/how-can-you-build-trust-credibility-during-product"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Product credibility","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" differs from brand authenticity because it takes a while to build up. It’s about delivering what you promise in your value proposition and keeping customers impressed and happy enough to support your product. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The elements of product credibility include but are not limited to, product reviews, beta testing programs, clear communication about how a product works, and reliability.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Both brand authenticity and product credibility need each other to create emotional connections with consumers and encourage purchase confidence. At the end of the day, an authentic brand will have product credibility, and reliable products can only arise from an authentic brand foundation. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Why building brand authenticity matters in the digital age","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In the last few years, branding has become prolific online. Thanks to the power of social media and the universal language of information sharing, there isn’t much brands can’t do to get their message out there. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Now, it seems anyone can build a brand identity, especially with the advent of influencer marketing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, when a brand's relationship with its audience becomes transactional, trust becomes crucial, and security and authenticity become the main concerns for brand consumers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Authenticity can be hard to prove online, but it is vital for brand growth, considering","nodeType":"text"},{"data":{"uri":"https://influencermarketinghub.com/branding-statistics/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":" 86%","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" of consumers believe authenticity is vital when deciding which brands they like and support.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, trust is waning in the online shopping space. Three out of four consumers who shop online through e-commerce and social media platforms report they have experienced financial fraud, and more than half","nodeType":"text"},{"data":{"uri":"https://news.chubb.com/2024-02-21-E-Commerce-Grows-But-Trust-in-Digital-Channels-is-Uneven-Chubb-Survey"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":" (55%)","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" have had payments lost due to glitches. More than two in five ","nodeType":"text"},{"data":{"uri":"https://news.chubb.com/2024-02-21-E-Commerce-Grows-But-Trust-in-Digital-Channels-is-Uneven-Chubb-Survey"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"(42%)","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" say they frequently receive damaged goods. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, how can brands rise above the digital din and forge genuine connections? The answer lies in prioritizing authenticity and building trust through every interaction. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Why product credibility matters in the digital age","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"When physical interaction with products can sometimes be limited, brands rely more on beefing up their product credibility. But how can this be done in an online world?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consumers have multiple product options online, and it can be overwhelming and make it harder for businesses to cut through the noise. Decision fatigue is a real issue facing today’s shoppers. According to recent research from Episerver,","nodeType":"text"},{"data":{"uri":"https://www.choicehacking.com/2020/07/08/the-choice-overload-effect/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":" 46%","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" of customers have failed to complete a purchase online due to overwhelming choices.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Neuromarketing expert ","nodeType":"text"},{"data":{"uri":"https://uk.business.trustpilot.com/reviews/learn-from-customers/inside-neuromarketing-decoding-the-consumer-mind"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Katie Hart ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"deduces, “The problem is that, as individuals, we are unaware of 95% of what goes into our daily decisions. That is because the information that drives our behaviours and choices comes from below our conscious threshold.” ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product credibility can break through the noise from too many online options. There are a few ways to create credibility online, such as open communication with consumers, transparency regarding product development, social proof and independent testing. However, ","nodeType":"text"},{"data":{"uri":"https://uk.business.trustpilot.com/features/product-reviews"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"reviews","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" are a surefire way to get there, with ","nodeType":"text"},{"data":{"uri":"https://luisazhou.com/blog/online-review-statistics/#:~:text=40%25%20of%20consumers%20say%20reviews%20build%20credibility%20for%20the%20product\u0026text=Online%20reviews%20are%20also%20effective,insight%20to%20make%20a%20decision.%E2%80%9D"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"40%","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" of consumers claiming reviews are key to building product credibility. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How reviews help real businesses boost both brand authenticity and product credibility","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer sentiment plays a vital role in both brand authenticity and product credibility. Reviews, encompassing both positive and negative experiences, provide a platform for genuine customer voices. This transparency, fostered by platforms like Trustpilot, strengthens credibility.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Let's delve into real-world examples:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Transparency builds trust: ","nodeType":"text"},{"data":{"uri":"https://uk.business.trustpilot.com/customer-story/finance-insurance/building-trust-turbodebt-trustpilot"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"TurboDebt, ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"despite amassing over 7,500 positive reviews, also received a small number of negative ones. This transparency, showcasing both sides of the customer experience, bolstered the credibility of their positive reviews and led to a 14% increase in conversion rates. The negative reviews proved to be useful, too; TurboDebt brought up trends in negative reviews to its larger team so they could address the issue or reach out to the reviewer for more information. Showcasing the company’s commitment to striving for better. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Customer insights drive action:","nodeType":"text"},{"data":{},"marks":[],"value":" ","nodeType":"text"},{"data":{"uri":"https://uk.business.trustpilot.com/customer-stories/finance-insurance/how-staysure-uses-the-power-of-ai-to-build-customer-trust"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Staysure","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", a UK insurance company, leveraged Trustpilot's Review Insights to analyze customer sentiment. By identifying recurring themes like \"discount,\" they unearthed customer concerns about misleading marketing practices. This insight allowed them to address the issue by pitching a plan to the marketing team on how to promote discounts better and make caveats clearer—such as being included in the discount banner and not at the bottom of the webpage alongside other T\u0026Cs. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Social proof matters: ","nodeType":"text"},{"data":{},"marks":[],"value":" The average online shopper ","nodeType":"text"},{"data":{"uri":"https://explodingtopics.com/blog/social-proof-stats"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"expects","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" to see at least 112 reviews before trusting a product. Recognizing this, ","nodeType":"text"},{"data":{"uri":"https://uk.business.trustpilot.com/customer-story/finance-insurance/a-perfect-recipe-for-social-proof-best-egg-and-trustpilot"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Best Egg, ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"a US loan provider, incorporated reviews into their marketing and website. This social proof, showcasing genuine customer advocacy, increased their click-through rate (CTR) by 1.75%.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Building an authentic brand focusing on transparency and customer satisfaction lays the groundwork for product credibility. Positive reviews become an added bonus, solidifying trust and driving conversions.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Key takeaways","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Brand authenticity and product credibility are two sides of the same coin: ","nodeType":"text"},{"data":{},"marks":[],"value":"Brand authenticity, built on transparency, purpose, and customer focus, fosters trust. This trust allows product credibility, built on delivering on promises and positive reviews, to flourish.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Customer sentiment shapes brand authenticity: ","nodeType":"text"},{"data":{},"marks":[],"value":" By actively listening to customer sentiment through reviews and feedback, brands can refine their messaging and practices, strengthening their authenticity.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Product reviews bridge the gap between brand authenticity and credibility:","nodeType":"text"},{"data":{},"marks":[],"value":" Genuine customer reviews, both positive and negative, showcase transparency and provide valuable insights for improvement, bolstering both brand authenticity and product credibility.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Customer reviews are earned through credibility: ","nodeType":"text"},{"data":{},"marks":[],"value":" Products that deliver on their promises and prioritize quality will naturally garner positive reviews, reinforcing product credibility and brand authenticity in a virtuous cycle.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Customer focus is key to creating authentic brands: ","nodeType":"text"},{"data":{},"marks":[],"value":"The customer voice is powerful, but you can create a brand built on trust by focusing on what the consumer/customer wants through feedback. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"Find out more about how Trustpilot helps build authentic brands and reliable products—","nodeType":"text"},{"data":{"uri":"https://uk.business.trustpilot.com/marketing/brand-request-demo-get-reviews-grow-business?utm_feeditemid=\u0026utm_device=c\u0026utm_term=trustpilot%20account\u0026utm_source=google\u0026utm_medium=cpc\u0026utm_campaign=Brand-Broad-LangEN|UK|Conversion|SALs|Prospects|All|Paid|Google\u0026hsa_cam=Brand-Broad-LangEN|UK|Conversion|SALs|Prospects|All|Paid|Google\u0026hsa_grp=162106269245\u0026hsa_mt=b\u0026hsa_src=g\u0026hsa_ad=703209063073\u0026hsa_acc={6586006720}\u0026hsa_net=adwords\u0026hsa_kw=trustpilot%20account\u0026hsa_tgt=kwd-377403854626\u0026hsa_ver=3\u0026_bk=trustpilot%20account\u0026_bt=703209063073\u0026_bm=b\u0026_bn=g\u0026_bg=162106269245\u0026utm_matchtype=b\u0026gad_source=1\u0026gclid=Cj0KCQjwkdO0BhDxARIsANkNcrefSPZbmKhMWB2K8cQGNCe5MlCLTbOWmHRCT01imRhBmQbtn7qlSEwaAtEREALw_wcB"},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"request a personalized demo. ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"}}},"__N_SSP":true},"page":"/reviews/[pillar]/[slug]","query":{"pillar":"build-trusted-brand","slug":"the-impact-of-reviews-on-brand-authenticity-and-product-credibility"},"buildId":"1.3015.0","assetPrefix":"https://businesssite-assets-1.trustpilot.net/businesssite-main","runtimeConfig":{"baseProtocol":"https","oneTrustKey":"84cb5c09-05e4-488b-b71c-2fe171dca5e5","isProduction":true,"serverTrackingEnabled":"true","recaptchaSiteKey":"6Ld1ziAUAAAAAOuLX_rY7usRzB6L7If_xw_yp9BU","trustpilotApiHost":"apiproxy.trustpilot.com","businessAppUrl":"https://businessapp.b2b.trustpilot.com","baseUrl":"business.trustpilot.com","port":8080,"defaultLocaleCode":"en-US","externalSignupFormBaseUrl":"https://signup.business.trustpilot.com","businessBaseUrl":"business.trustpilot.com","legalBaseUrl":"legal.trustpilot.com","consumerBaseUrl":"trustpilot.com","optimizelySDKKey":"6xizyx9Ue9Cee4n54tcVY","optimizelyEnabled":"true","optimizelyHeaderVersion":"v1","contentful":{"space":"b7g9mrbfayuu","accessToken":"DWBqFkFnOEdBi9HwUU_Nu3_5faUUfi0co5Ozrownm28","environment":"master","host":"cdn.contentful.com"},"segment":{"apiWriteKey":"HMbpflZ3P3L7J5GixhW81arSQLNh4ii5","flushAt":"1","flushAfter":"10000"},"tpFormsRecaptchaKey":"6LcgZj0pAAAAAOGoAt6LS1KZYEGuyqzWgbJagIql","salesforceLiveChat":{"secret":"https://trustpilot.my.salesforce-scrt.com","orgId":"00D20000000BU0P"}},"isFallback":false,"dynamicIds":[50579],"gssp":true,"appGip":true,"locale":"en","locales":["en"],"defaultLocale":"en","scriptLoader":[]}</script></body></html>