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  • Pages
  • Editions
01 Welcome
02 Contents
03 Introduction
04 Balancing quality
05 Shifting perceptions
06 What matters most
07 Symbols of safety and quality
08 Impact of bad news
09 Low trust in peer reviews
10 Conclusion
11 Survey results

Symbols of safety and quality

For generations, manufacturers and service providers have used symbols to establish a mark of quality or integrity. From the BSI Kitemark to the Woolmark, these symbols of safety have retained high levels of both recognition and importance. 76% of respondents said they paid attention to symbols of quality and safety when making purchasing decisions and the most important drivers were:

Food safety and quality symbols are perhaps unsurprisingly the most recognised. However, manufacturing marks also scored highly, with two-thirds of respondents recognising the European CE mark closely followed by the BSI Kitemark and Woolmark.

Which of the following quality symbols do you recognise?

Fairtrade

0%

British Lion Quality

0%

Red Tractor

0%

CE

0%

Woolmark

0%

BSI Kitemark

0%

ABTA

0%

FSCS

0%

ATOL

0%

Portable appliance test

0%

Assurance and reassurance also matter with the ABTA and ATOL marks, which provide consumers with a level of confidence in travel companies, among the top 10 most considered.

Ideagen advice

Respected, formalised, recognised assurance increases consumer confidence in your products and services and will help you maintain a competitive advantage. Demonstrate the multiple ways in which you seek to ensure quality and use data from your quality, health and safety, and ESG solutions to validate your claims. Safety and quality standards should not be underestimated. Put time and effort into achieving and promoting recognised assurance standards, such as Fairtrade or British Lion Quality to demonstrate your commitment to producing safe and high-quality products.

What matters most when it comes to quality?

Previous chapter

News events have affected purchasing decisions

Next chapter