How Brands Can Win Trust When No One Believes Anything

Why authenticity and transparency matter more than ever in a world full of digital noise and misinformation

In an online ecosystem rife with deepfakes, AI-generated content, and deceptive advertising, building consumer trust is no longer a branding luxury—it’s a business imperative. While brands continue to invest in targeted campaigns and influencer partnerships, the erosion of public trust threatens the foundation upon which long-term customer relationships are built.

According to the 2023 Edelman Trust Barometer, nearly 48% of respondents believe that businesses are spreading misinformation intentionally or unknowingly through their marketing or operations. In an era when public skepticism is high and misinformation spreads faster than facts, what can brands do to foster credibility?

The Misinformation Minefield

Misinformation isn't limited to fringe conspiracy theories or political propaganda. Brands now face blowback for even the most innocuous claims, especially when consumers suspect manipulative intent. With social media platforms like Facebook and YouTube playing host to billions of daily impressions, the speed at which misleading or false content spreads can dwarf the reach of verified, accurate messaging.

Compounding the issue, trust in institutions is declining across the board. Pew Research reports that only 20% of Americans trust the federal government to do what is right “just about always” or “most of the time.” This ambient distrust affects how people perceive corporate messaging.

📊 A 2023 study by McKinsey & Company found that 71% of consumers say they are more likely to purchase from a brand they perceive as trustworthy—even if it costs more.

The New Rules of Consumer Trust

1. Show Your Work (Literally)

When claims are made, they need to be backed up. Modern consumers do their research. Brands that cite credible third-party data, link to reputable sources, and disclose product testing or research build more durable credibility. For example, Consumer Reports remains a trusted voice in product transparency for this reason.

2. Real Faces, Real Voices

Authenticity is conveyed through relatability. Harvard Business Review highlights that people are more likely to trust leaders and brands when they see real employees and customers, not just polished actors or paid influencers. User-generated content, behind-the-scenes videos, and authentic storytelling outperform heavily scripted campaigns.

3. Address the Elephant in the Feed

Ignoring misinformation about your brand is a strategy from 2012. In 2025, silence equals complicity. Proactively addressing misperceptions—whether through FAQ hubs or real-time social engagement—demonstrates accountability and confidence.

4. Be Consistent Everywhere

Discrepancies between a brand’s public messaging and internal practices are exposed swiftly. Sites like Glassdoor and Trustpilot allow consumers and employees to share unfiltered feedback. Consistency across all touchpoints—ads, customer service, packaging, and policies—enhances trustworthiness.

Case Example: Patagonia’s Transparent Activism

Patagonia continues to set the gold standard for brand authenticity. From publicizing their supply chain to donating their profits to environmental causes, the company openly communicates values and backs them with action. The result? Patagonia enjoys one of the highest customer loyalty rates in the apparel industry.

Transparency in a World of AI

With the rise of AI-generated content and deepfakes, consumers now ask: "Is this even real?" Brands that label AI-generated content, and clarify how AI is used in customer service or content creation, will stay ahead of regulatory and ethical scrutiny. OpenAI itself promotes watermarking to identify AI images, a practice brands should emulate.

🧠 A 2023 Norton Cyber Safety Insights Report noted that 65% of consumers say they are concerned about not being able to tell what’s real online anymore.

Building Credibility Step-by-Step

Here’s a simplified trust-building framework:

• Audit your brand language – Remove hyperbole and ensure consistency

• Link to sources – Use authoritative sites like NIH, WHO, or FTC

• Be human – Let real employees speak for the brand

• Correct misinformation – Directly and respectfully

• Own your flaws – Consumers are more forgiving than you think

Conclusion

In an online world where misinformation spreads faster than facts, brands that choose honesty over hype and transparency over theatrics will lead the next era of consumer loyalty. Trust is no longer earned by simply being present—it’s earned by being clear, credible, and consistently real.