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More than half of consumers trust messages from businesses and insurance firms, but this needs to be earned as 80% would avoid a firm if it had poor communication quality and consumer trust would fall.

In addition, this rises to 85% in both the 18 to 24 and 35 to 44 age brackets.

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This is according to research from communications provider Esendex, and its The Connected Consumer Report 2024, which surveyed 1,000 customers across the UK and Ireland about consumer trust.

Furthermore, the majority of consumers were willing to share their contact details with an organisation, but 11% were strongly opposed.

Richard Hanscott, CEO of Esendex, said: “Businesses are eager to explore new ways to build and maintain meaningful relationships with their customers by understanding their preferences, while managing this information responsibly and compliantly.

“It is hugely positive news that the majority of consumers trust messages from businesses, but in order to expand and cement this trust, we need to engage with what consumers want – starting with transparent, consistent and reliable communications.”

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A staggering 90% of respondents also said that personalisation encourages them to take action at least some of the time – with 30% saying they did this either all or most of the time.

Hanscott added: “Personalisation is also proving popular with customers, who are more likely to engage with and respond positively to messages that feel tailored to them.

“Many are aware that companies need to use some of their data to deliver a personalised experience and are happy for them to do so, provided they have the assurance that this will be stored securely and used ethically.”