Distrust is actually a modern consumer’s norm, and brand authenticity has been all but shattered for a litany of reasons. Brands we thought we could trust – Sketchers, L’Oreal, and Kellogg’s, just to name a few – covered up evidence or outright lied about their products. Rather than using their influence to build brand loyalty, big-name companies repeatedly spin false narratives until consumers become more jaded and cynical than ever.
This, paired with a general distrust of the government and media, particularly among younger generations, creates an unfair credibility handicap for considerate brands trying to do the right thing.
There is no quick fix, as brands being more honest in their communication is a starting point.
Don’t join the downward spiral and lose your target demographic to mistrust. Join (human)x as we explore how dire our collective brand trust problem is, how trust must be earned in today’s marketing climate, and why agencies will only remain safe if they adapt their brand strategy, tone, and media plans accordingly.
The Unfortunate Truth About Floundering Brand Trust
Brands have been outed for not staying true to their values, making statements on the wrong side of a social issue, putting their bottom-line ahead of their customers, or just being plain dishonest – but no matter how far a company strays from brand authenticity, the end result is the same.
Our own Timothy Sauer, VP of Research and Consumer Strategy, notes how “the recent explosion of global propaganda and misinformation has caused the public to doubt traditional news sources, question scientific facts, and challenge even the most documented truths. In short, everything is up for debate.” That constant skepticism feeds burnout, and marketing is caught in the crossfire. In a world where truth itself feels under siege, ads and brand messages become just one more thing for people to question.
In 2024, 71% of surveyed global consumers stated, “I trust companies less than I did a year ago.”
A 2025 consumer research study confirmed that misleading ads cause 35% of viewers to lose trust in a brand and 25% to stop buying from that brand entirely.
This year alone, consumers have also caused massive profit disruptions by boycotting several brands, including Target, Amazon, Nestle, and Walmart.
40% of American consumers are now shifting their spending toward brands that align with their personal values.
Earning Consumers' Trust in Marketing
If you’re managing a brand in any capacity, you’re well aware of what breaks consumer trust and how to stay away from it, but how can you earn trust, particularly when catering to a population that doesn’t exist in a shared reality? Don’t worry, (human)x is not asking you to throw out the entire “brand authenticity” rulebook here: Building brand loyalty in this challenging environment still requires a deep commitment to core values, but the path to get there has changed.
I’m talking about moments where a brand actually meets someone face-to-face. Leaning into the engagement that happens in real life. Think about trade shows, just as an example: You’re bombarded with signage, sizzle reels, and handouts, but what sticks? That conversation you had with someone who cared. Inside this atmosphere of human connection is where brands can begin to fight distrust.”
Here are our top four takeaways about building brand trust in marketing, with case study examples to match.
- Community-First Marketing
Weaving community-first marketing through every aspect of your marketing blueprint is not new information, nor do we want to waste your time rehashing its benefits. We do want to encourage brands of all sizes and industries to take careful note of how successful companies have taken their community-first perspective to new heights.
Cultural Alignment
Consumers are no longer just buying products, they’re buying into values, beliefs, and behaviors of your brand. Authenticity in the cultural alignment space means not just speaking about trending causes or social movements, but integrating those values into everyday actions so your brand’s behavior. This includes showing up in culturally meaningful spaces not to sell, but to support.
Marketing Transparency
One of the most effective brand reputation strategies is radical marketing transparency. In a sea of brands facing backlash but refusing to take ownership, be the company that stands by your good and bad choices with a commitment to make amends. Pull back the curtain and show customers why decisions are made and how mistakes are addressed. In practice, a radically transparent brand reputation strategy looks like course-correcting in real time to continually reinforce trust.
Well-Matched Marketing
We’ve seen companies latch onto cultural trends or social movements, only to promote messaging that felt tone-deaf, opportunistic, or misaligned. When there’s a disconnect between what a brand says and what its target audience actually cares about, consumers feel manipulated and trust erodes quickly. To avoid this, brands must listen to the communities they want to serve, analyze their identities and concerns, then craft products, messaging, and partnerships that actually reflect those audiences.
Leap Lesson: How Our Experts Built Trust
Consumer trust is at an all-time low, and building it back starts with purposeful steps toward brand authenticity. We interviewed VP of Client Services Walter Harris to glean guidance on building brand loyalty in this age of distrust. These are his thoughts:
Don’t promote values or purpose your brand can’t back
Consumers reward brands for having a purpose above and beyond making money. But before a brand espouses some authority or commitment to a social issue or higher calling, they need to check their own history for receipts, and prove that they are continuing to show current and future dedication through action, not words.
Stick to your convictions
Brands don’t always need to use their platform to support a social stance. If you are going to take a stand, you have to be prepared to own that ground. Recognize not everyone will agree and be comfortable with your conviction. During BLM, many brands doubled down on their stance to bring DEI into the forefront of their culture. A few years, and a new administration, later we see those same companies moving away from “woke” initiatives and DEI commitments. Don’t do this and wonder why consumers don’t trust you – even when you are legitimately trying to do good.
Own your mistakes and make meaningful changes
Consumers are a lot more forgiving when a brand owns a mistake vs. making excuses, skirting responsibility or denying the issue. Quick and sincere apologies and transparency around what corrective actions you are taking to effect change helps make brands feel more human and relatable. Vulnerability is a powerful shield in a society that doesn’t promote kicking folks while they are down. In general, people tend to be more forgiving to older, more established brands, almost implicitly realizing that on a long enough timeline, everyone makes mistakes.
Building brand loyalty from scratch, or rebuilding it after burning a few bridges, will not be an easy or short road. However, the long-term payoff – creating a consumer base that truly trusts your products, services, and values – is well worth the effort. Need a bit of guidance to get started? (human)x is here to help.