Compiled By Traci Purdum When it comes to consumer confidence regarding personal information, businesses don't rank very well, according to a survey sponsored by Lindsay, Stone & Briggs, an integrated brand development firm located in Madison, Wis. In fact, 86% of respondents are "concerned" or "very concerned" about how business might use the personal information gathered about them. Only 1% of respondents expressed strong confidence that business in general would safeguard information. "This survey shows a hidden undertow of mistrust that has been neglected by business," says Marsha Lindsay, president and CEO of Lindsay, Stone & Briggs. "That is worrisome, because a brand is a promise to the consumer that goes beyond the product or services. It includes the faith people have in company values and behavior. "Our research says that consumers still trust brands to deliver good value," Lindsay notes. "But brand owners should be taking more assertive actions both internally, to make sure employees are living the brand's values, and externally, to reassure consumers that they can be trusted." The survey, conducted by Cincinnati-based AcuPOLL Precision Research, polled more than 100 female grocery shoppers at least 18 years old. The sample was balanced for age and education based on national demographics.