Trust in brands is at a crossroads. According to the 2025 Edelman Trust Barometer, consumer trust in businesses continues to decline, exacerbated by misinformation, inconsistent actions and a widening expectation gap between what brands promise and what they deliver. This erosion of trust has not only impacted loyalty but has also prompted consumers to hold brands to higher standards of accountability and transparency.
One major factor driving this distrust is the lack of alignment between a brand’s values and its actions. Consumers are increasingly drawn to companies that take clear stances on societal issues, demonstrate ethical leadership and engage in meaningful contributions to their communities. Conversely, brands that are perceived as opportunistic or insincere risk alienating their audiences and losing relevance.
So how can brands rebuild and sustain trust? The answer isn’t easy, but here are four ways to start:
Authenticity: Consumers can spot performative behavior from a mile away. Brands must articulate their values and live by them, ensuring that their actions consistently reflect their commitments.
Transparency: Open communication about business practices, from sourcing materials to handling sensitive customer data, is essential. Being forthcoming about mistakes and showing a willingness to improve can also go a long way.
Empathy and Connection: Listening to consumers, understanding their concerns and offering solutions that align with their needs fosters loyalty. Personalized experiences and fostering genuine relationships make consumers feel valued.
Long-Term Responsibility: Companies must demonstrate a commitment to not only their shareholders but also their consumers, employees and societal impact. This includes taking actionable steps toward sustainability, equity and inclusion.
The Edelman study reinforces the fact that trust cannot be taken for granted—it is earned through consistent, values-driven actions. Brands have an opportunity to not only recover lost trust but also strengthen their bonds with a more discerning audience by becoming leaders in authenticity and responsibility. Trust, once regained, can turn skeptical consumers into passionate advocates, securing a brand’s place in the hearts and minds of its audience.
