Author: Lucian Camp

Lucian Camp is co-author with Anthony Thomson of the book, ‘No Small Change: Why Financial Services Needs a New Kind of Marketing’ (published by Wiley, June 2018). Thomson and Camp are pictured here by photographer Phil Adams.
Lucian Camp (on the right of the picture) is an independent financial services branding, marketing and communications consultant. During his career, he was founder, creative director and chairman of Tangible, the UK's major specialist in financial services branding and communications. He regularly writes, speaks and blogs on financial services brand, marketing and communications issues.

Categories
Data Management Data Protection Europe GDPR Global Insight Strategy and Management UK

Restoring trust is a fantasy – learn to manage consumer distrust

consumer distrust

An increasingly digital, fintech-driven industry needs not more marketing, but better marketing, to ensure it’s successfully identifying consumers’ real needs and finding powerful and successful ways to engage with them. Post-GDPR, Lucian Camp points to the current crisis of data privacy concerns and trust issues and says marketers should now learn to manage consumer distrust, rather than to try to tackle the impossible task of restoring it.

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