What is the opposite of trust?
The opposite of trust is not mistrust. If you do not trust someone, it does not mean that you distrust him. First of all, it only means that you cannot trust him. I am talking about non-trust. What exactly are the differences?
Trust is a feeling in an uncertain situation. Two people or companies are facing each other. Figuratively, this can also mean that someone is looking at a website. In doing so, one person does not have all the information about the other person. This information deficit can be compensated by confidence-building measures. So, for example, if I read that several people I know are happy with the outcome of a company, that increases my trust in that company. This also applies if I do not yet know the company and its performance personally.
As long as I don't have any information about a company, I can't trust it. That would be naive at best. Anyone who is satisfied with very little information can be called gullible. We are all permanently exposed to such uncertain situations with little information. The associated feeling is non-trust.
Supermarket products I trust or don't trust
In the supermarket, for example, I constantly see products that I have never bought. Obviously others do, otherwise they wouldn't be there. So my level of information about these products is very small. Now I can be brave and just go for it. Or I can let myself be convinced by all that the manufacturer has printed on the packaging. The brand plays a big role here. If I like eating Milka chocolate, I trust this brand and am quicker to try a new variety. Even with Ritter Sport, it can be different. And with Swiss chocolate, which is foreign to me? After all, it comes from Switzerland - and therefore belongs to a group that benefits from its positive image.
Mistrust, on the other hand, is a negative feeling triggered by negative information. The difference to non-trust can be shown by all trust components.
The difference between distrust and non-trust in the individual trust building blocks
Competence - if I don't know anything about a company's expertise, process knowledge, etc., I have non-trust. If I know that the process of cooperation has gone really badly in the past, I have mistrust. Likewise, if I don't know anything about the passion with which the company operates. This is often the case because there is far too little communication about this important aspect. But that doesn't make me suspicious yet. I only become suspicious when I see that the employees are sitting in the corner, bored, and are sure to finish their work on time.
The same with the results. If I don't know anything, I don't feel trust. However, I only become suspicious when I know that the results were poor with other customers or that the handling of errors was not responsible.
Customer orientation should actually be taken for granted. Companies that focus on the importance of their products and services for the customer can score points here. I become suspicious when companies only talk about themselves. How are good offers for customers supposed to emerge from such an attitude?
There are also a number of pitfalls at Aura. The company owner is planning to sell it to a financial investor. The future is uncertain. Distrust is pre-programmed. People place different values on the brand. Done well, the company can score points here. Done badly, at least visually more demanding target groups will become suspicious.
Finally, integrity is probably the aspect with which you can score the least points in the run-up to getting to know someone personally, but at the same time can lose the most. If the company's actions do not match the postulated values, things look very bad. If I suspect that as a customer I cannot rely on the word of the entrepreneur or employee, I will not start a cooperation. So this is where a good Strategy for your content needed.
The opposite of trust is non-trust. Mistrust, on the other hand, is a negative feeling triggered by negative communication or events. As Content marketing agency we can only keep emphasizing the importance of trust in communication. We can do a lot to create trust from non-trust. With mistrust, it is a hundred times more difficult