Simplicity and trust

According to a recent survey by global brand consultancy Siegel+Gale, “84% of all consumers say they are more likely to trust a company that uses jargon-free, plain English in communications.”

According to the survey:

Three-quarters of survey respondents (75%) say that complexity and lack of understanding have played a significant role in the current financial crisis. Moreover, 63% of those surveyed feel that “banks, mortgage lenders and Wall Street intentionally make things complicated to hide risks or to keep people in the dark.”

Trust in companies is predictably down, the survey shows. Compared to one year ago, 37% are less likely to trust their mortgage lender, 36% are less likely to trust their broker or financial adviser, and 35% are less likely to trust their bank.

If you’re still writing boring, lawyer-safe, reader-hostile English, stop it. If years of corporate-speak have made you forget how to write any other way, here’s one guide from the Plain English Campaign and another from Party of the First Part.