CEW & SoPost | building brand trust & data is redefining success

With misinformation and consumer skepticism at an all time high, brand trust is no longer a soft metric. This was the central theme of the recent event SoPost had the pleasure of hosting alongside partners CEW UK, at SoPost headquarters this September.

“Building trust across different channels and using your data for long-term success” was moderated by SoPost CEO, Jonny Grubin, and brought together:

• Shannon Lawlor, Beauty Director at Who What Wear
• Charlotte Belson, Senior Brand Manager at COTY
• Sarah Linell, Global Brand Manager at GHOST, Designer Parfums

They shared their expert insights on how consumer behavior has shifted, where trust is now built, and how data-driven strategies are essential for turning curiosity into long-term loyalty.

Brand trust is now earned through lived experiences, not marketing claims

For modern consumers, a brand’s word is no longer enough. During our recent panel, it was highlighted that a fundamental shift has taken place, moving away from what a brand says, to what it does - and more importantly, what others say about it.

As Shannon Lawlor noted: authenticity is a prerequisite. Consumers now demand first-hand experiences, with marketing claims now being verified through testing reviews and social proof. 

Indeed, Sarah Linell emphasized that visibility is key, and proven credentials help set brands apart. Certifications like ‘cruelty free’, ‘vegan’ and ‘sustainability’ are no longer optional in building brand trust - they’re expected, and must be clearly displayed on packaging to build immediate credibility at point of purchase.

Charlotte Belson pointed out that consistency is key, and consumers are now “doing the research, and are very informed.” Meaning that every interaction - from an advertisement to product delivery - must feel consistent and high-quality enough to reinforce a brand’s promise and build brand trust.

Further reading: trust in marketing is broken. How can brands fix it?

Brand trust is now decentralized - where is trust being built?

The panel overwhelmingly agreed that brand trust is no longer centralized, but instead, cultivated across networks of communities, creators and peers. Charlotte Benson observed a shift from a focus on influencer follower counts, to genuine engagement and expertise. Consumers are now placing their trust in creators who are seen as knowledgeable authorities within their niche.

Further reading: Micro over Macro  | why do consumers trust micro-influencers?

Charlotte reiterated that the most powerful form of recommendation comes from other customers. She highlighted that peer-to-peer gifting and authentic reviews carry significant weight in building brand trust, making every customer a potential brand ambassador.

Shannon Lawlor followed up with a note on the effectiveness of community in building brand trust. Who What Wear’s business model is built on being a trusted voice for its readers, with their Beauty Dispatch community acting as a real-time feedback loop. This perception, Sarah Linnell added, is that established retailers, like Boots, also play a crucial role in building brand trust, as their legacy status “doubles down on the trust” that a brand cultivates online. 

Further reading: SoPost & Who What Wear partnership | The Beauty Dispatch

The role data and sampling play in building brand trust

The panel discussion turned to the practical application of building brand trust, with a focus on how brands using sampling campaigns and data to move consumers from a state of curiosity to one of loyalty.

For many consumers, a sample is their first impression of a brand. Charlotte Benson stressed that this moment is critical in building brand trust, and should “exceed expectations”. A thoughtful, personalized sampling experience can build a strong foundation for future trust, with data becoming the engine for ongoing loyalty.

The panelist provided tangible examples of how data fuels this process for them. Charlotte shared how COTY uses a mix of quantitative (opt-ins, reviews, purchase clicks) and qualitative insights (customer feedback) to measure the impact of their campaigns.

Sarah Linell described how GHOST leveraged data from their sampling campaigns to build their CRM platform, allowing them to create targeted flows that turn samples into sales, demonstrating that a well-executed sampling program isn’t about giving away products, but about gathering valuable data to build brand trust and develop a loyal customer base.

Building brand trust requires innovation: be brave, be authentic!

In closing, the panel offered forward-looking advice on how brands can innovate in their trust-building efforts.

Sarah Linnell emphasized that building brand trust and perception “doesn’t happen overnight” and requires significant investment in a long-term strategy. Shannon Lawlor advised brands to “go covert with eventing and sampling” suggesting that events and pop-ups that don’t feel like a hard sell - like Space NK’s fragrance library or Chanel’s Covent Garden takeover - can be powerful in building brand trust. Charlotte added that these in-person experiences, whether large or small, make customers feel special and creates a physical connection that builds brand loyalty.

The panel also noted that showing up in culturally relevant moments is also an excellent route to building brand trust. Charlotte referenced Boss’s partnership in golf and F1, while Sarah highlighted that GHOST’s collaboration with the GOSH charity is an example of an authentic, mission-driven project that resonated deeply with customers.

Unsurprisingly, the panel also encouraged brands to embrace the ongoing authenticity of TikTok. Sarah Linnell in particular called for brands to be “braver” and jump on TikTok trends, noting that the platform’s lower-risk environment allows for “fun, crazier stuff” that, when authentic, is an excellent way to build brand trust and awareness.

Trust is earned, not bought.

Brands that are willing to be transparent, use data to understand their customers and invest in authentic, high-quality experiences will be the ones building brand trust for years to come.

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