Do people trust Facebook? Meta name change was no help

Again on October 28, Fb CEO Mark Zuckerberg led the corporate’s digital Join convention, which not solely confirmed the world its imaginative and prescient for the metaverse, but in addition used the event to announce its new firm name Meta.

Whereas on one optimistic hand, it marks a big change and evolution of the corporate’s objectives and trajectory, and a glimpse into its desired future. On the opposite, extra cynical hand, it’s additionally a blatant try and disassociate from all of the unhealthy press surrounding the Fb name. Nonetheless, a brand new report from the Harris Model Platform, a syndicated model tracker from The Harris Ballot that captures the emotional attributes that buyers affiliate with particular manufacturers, says model trust amongst these accustomed to the corporate truly fell after the rebrand.

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Based on the Harris Model Platform, Fb’s reliable rating started to fall from 16% after The Wall Avenue Journal‘s “Facebook Files” sequence on numerous revelations—together with how the company knew Instagram was “toxic” for teens—and hit a low of 5.8% throughout the week of the Congressional hearings and testimony of whistleblower Frances Haugen within the first week of October. That marked its lowest rating for the reason that begin of the pandemic. There was a short bounce again as much as 11%, however then as Fb introduced its rebrand to Meta, its reliable rating has as soon as once more dipped to six.2%.

Final week Meta launched a brand new model marketing campaign, aiming to start out with a clear slate on its strategy to the metaverse.