Trust in marketing is broken. How can brands fix it?

Consumers are overwhelmed. They are constantly being bombarded with information that is eroding their trust. The ongoing rise of AI-generated content, increasing influencer fatigue, volatile economic conditions and challenging political environments are causing consumers to tune out the noise, and with it, traditional marketing efforts.

According to the Edelman Trust Barometer, only 47% of global consumers trust marketing and advertising messaging, and while 80% of leaders think that consumers trust their brand, only 30% actually do (PwC). This paints a pretty clear picture of discontent, highlighting even further that trust between brands and consumers is broken.

The cost of broken trust

Marketing tactics that once grabbed attention are no longer having the desired impact. Consumers are more discerning than ever about what they engage with, and their behaviours are changing rapidly. New technologies and tools are accelerating this shift at an unprecedented pace, and brands are struggling to comprehend the disconnect between their output and what consumers truly want.

For example, global ad spend in 2025 is expected to exceed $1 trillion. But only a fraction of that will lead to meaningful consumer engagement. This is a problem, considering 71% of Gen Z and millennial consumers, as well as 64% of Gen X, are likely to purchase from a brand they trust. AI-generated content, disingenuous influencer activity, and ongoing political and economic turbulence are contributing towards a profound emotional disconnect, further fueling consumer scepticism. This, in turn, is contributing to diminished ROI for brands.

How do you solve a problem like trust?

When even political discourse is being met with an increasing level of distrust, it is paramount that brands provide consumers with true value, especially in recent years where AI-generated content (including fake reviews) has been churned out en masse, and paid partnerships, along with a lack of transparency surrounding them, have led consumers to now view endorsements, reviews and testimonials as commercial obligations, rather than recommendations, further fuelling scepticism.

Consumers want authenticity —stories they can trust that evoke positive emotions and sentiments. While this doesn’t mean brands need to reassess their marketing strategies, it does mean they need to build trust through direct experiences. The balance of power has now shifted to the consumers, and when consumers can personally interact with a product or service, they form their own unbiased opinions, which are far more valuable than any marketing message. This highlights the importance of user-generated content and genuine experiences.

Influencers and user-generated content builds trust

Since its inception, influencer marketing has primarily been built on reach. However, in recent years, it has become clear that consumers follow creators they trust, not just those who offer a discount. As influencer fatigue persists, brands investing in influencers must focus on those who can provide authentic alignment with values that resonate with consumers. For example, sustainability, inclusivity and transparency that drive deeper connections and long-term brand equity.

In short, we don’t need bigger influencers, we need better ones! After all, influence isn’t limited to celebrities or creators with huge followings. Friends, family and user-generated content often have just as much, if not more, sway in purchase decisions, particularly when shoppers are browsing e-commerce product pages. Furthermore, micro and nano influencers (those with fewer than 100k or even 10k followers) often experience higher engagement rates, stronger community influence, and more niche alignment.

Of course, partnering with the wrong influencer can backfire quickly. If their values clash with a brand or if they face controversy, brands risk losing control of their message and damaging consumer trust. Younger generations are more likely to punish brands for breaching trust, with 75% of Gen Z and 67% of Millennials having left a brand in the last 12 months. 

How SoPost empowers brands to earn and keep consumer trust

At SoPost, we know that direct engagement fosters true authenticity and transparency. By allowing a product to speak for itself, it shifts the focus from persuasive advertising to genuine product discovery and validation.We facilitate direct product experiences, empowering brands to build trust by allowing consumers to try products firsthand. This independent verification of quality and efficacy through personal experiences naturally generates authentic user-generated content and reviews. In turn, fostering genuine connections and ultimately driving sustained loyalty and sales.

As AI and misinformation continue to spread, brands need to look to the future. User-generated content and the growing power of communities and forum-based discussion sites are further proof that consumers are actively reaching out for personal and human connection, turning to these channels as a source of reliable and trustworthy information.

For example, 64% of US community users say they’re visiting more trusted channels now than in the past, and Gen Z trusts community sites (48%) more than social media (36%). Moreover, 66% of users go to online communities to connect with likeminded people - and 82% of users also want brands to show up - so long as they do so authentically.

There are clear lines in the sand that consumers have drawn - they haven’t outright declared that trust is broken, but that brands must work harder and provide more authentic consumer experiences in order to, not just gain trust, but to earn it too. To learn how we support some of the world's biggest brands in gaining and retaining consumer trust, please get in touch today.