Nobody Trusts Brands Anymore - And That’s Your Biggest Opportunity
30 April 2025
Let me start by saying something that won’t surprise you: people don’t trust brands anymore.
I’ve been in marketing long enough to see trust ebb and flow with economic cycles, digital disruption, and social shifts. But what we’re seeing now is different. It’s not just a dip; it’s a profound disconnection between consumers and the brands trying to sell to them. And if you’re in marketing, that can feel like a bit of a nightmare.
But here’s the good news. I see this not as a crisis, but as your greatest opportunity.
Why Trust is Dead (And Why That’s Okay)
Let’s get the obvious out of the way. Most people are deeply sceptical of brand messaging. In the UK, a recent report from ServiceNow showed that 67% of consumers feel less loyal to brands than they did just two years ago. That’s a seismic shift. Another from Twilio found that 66% are actively avoiding brands they don’t trust. That’s not just indifference – it’s rejection.
And who can blame them?
We’ve all watched major brands jump on social causes for PR, only to be exposed as hypocrites. We’ve clicked “Accept all cookies” without any real idea where our data goes. We’ve experienced slick advertising only to receive poor service and broken promises.
In short, people have grown tired of the façade. The brand isn’t a badge of trust anymore, and frankly, that’s not a bad thing. It means the playing field is being reset.
If we stop pretending that people automatically believe what we say and instead start earning that belief – we can build something far more powerful than the brand loyalty of yesterday. We can build brand integrity.
Brand Scepticism
I speak to individuals all the time, founders, marketers, freelancers, and the question they often ask is: how can I get people to trust me?
And here’s what I tell them: you can’t shortcut trust anymore. There’s no cheat code. But you can absolutely earn it. Let’s look at why that matters now more than ever.
1. People See Through Performative Purpose
Purpose marketing has been around for years now, and don’t get me wrong, I’m a fan of brands standing for something bigger than profit. But there’s a difference between having a purpose and putting on a show.
Consumers can sniff out virtue signalling from a mile off. If your social values only appear in your advertising and not in your boardroom or supply chain, you’ve already lost the trust game.
Instead of bolting on a cause, build one into your culture. If you’re passionate about sustainability, show us your eco-audits, not just a greenwashed logo. If diversity matters to you, let’s hear from your people, not your PR team.
2. The Data Breach Hangover
We’ve all had that dreaded email: “We’ve detected unusual activity on your account.” The Cambridge Analytica scandal wasn’t a blip. It was a turning point.
In this climate, your audience doesn’t assume you’ll keep their data safe. They assume the opposite. So, what can you do? Be radically transparent. Don’t hide your privacy policy in fine print. Make it human. Explain how you use data in simple terms. Give people control. And most of all, don’t gather more data than you need. Consent is the new currency of trust.
3. Content Fatigue and The Authenticity Gap
Let’s be honest, we’ve hit peak content. Every scroll, swipe, and search is met with carefully curated brand stories, influencer shoutouts, and algorithm-optimised everything.
The result? People are tuning out. And worse, they’re assuming most of what they see is fake. The answer isn’t more content – it’s better content. Honest, raw, human content. Not polished perfection, but something real.
The Trust Opportunity: What Real Brands Do Differently
The flip side to all this mistrust is a craving for honesty. And if you’re one of the few who can deliver that, you stand to gain more loyalty, advocacy and engagement than ever before.
Here’s how to do that:
1. Be Vulnerable
I know, it sounds odd to suggest vulnerability as a marketing strategy. But here’s the thing – we trust people more than corporations. And people are imperfect.
When brands admit mistakes, share behind-the-scenes struggles, or talk candidly about change, they come alive. They become relatable.
If you missed a delivery window – say it. If a product flopped, explain what went wrong and what you’re doing about it. If you’re still figuring things out, good! So is your audience.
2. Use Your Own Voice (Not Your Brand’s)
Far too many brands speak in what I call “brand voice bingo”: a collection of generic phrases, cheerful but hollow tones, and endless buzzwords.
Your audience doesn’t want to hear from ‘the brand’. They want to hear from you.
That’s why founder-led marketing is booming. That’s why user-generated content is outperforming agency-led ads. That’s why creators with 2,000 loyal followers often have more influence than brands with 200,000.
Strip back the polish. Write like a person. Show your face. Share your actual opinion.
3. Commit to Consistency
Consistency is king. Trust doesn’t come from a single campaign; it’s earned in the day-to-day.
Show up the same way across platforms. Keep your promises. If you say you’ll reply within 24 hours, do it. If your values are listed on your website, live by them. If your tone is friendly on social, don’t become a robot in your emails.
Consistency proves you mean what you say, and that’s the definition of integrity.
What This Means for You:
Whether you’re a startup founder, a solo creator, or someone just trying to grow your online presence, this shift in consumer trust is an open door.
The big brands are struggling with legacy baggage. Their structures are slow. Their voices are manufactured. You, on the other hand, can show the real story behind your work.
Make Trust Your Competitive Advantage
If you’re still reading, you’re probably someone who cares about doing things right, not just quickly.
So let me leave you with three practical ways to make trust your most powerful brand asset:
1. Show your process, not just your product.
Let people behind the scenes. Document, don’t just market.
2. Create with your audience, not just for them.
Collaborate on content. Ask questions. Share the mic.
3. Choose truth over hype, every time.Hype fades. Truth sticks. Play the long game.
Brand trust might be broken – but it’s not gone. It’s just changed shape. And now, it belongs to those who are bold enough to earn it.
Let’s Build Something Real
If you’re looking to cut through the noise and build a brand that people believe in, I can help.
Whether you’re refining your message, developing your content strategy, or navigating the murky waters of digital engagement. Get in touch and let’s talk about how we can put authenticity back at the heart of your marketing.