Trust Is The Foundation of Connection

Trust is the bedrock of every successful brand relationship. Without it, even the most innovative campaigns or eye-catching creative will fall flat. Consumers are more empowered than ever: they research, compare, and expect transparency. In fact, research shows 81% of consumers need to trust a brand before they’ll consider buying from it.

Trust isn’t built overnight — it comes from consistency, honesty, and delivering on promises. When brands cultivate trust, they don’t just attract customers; they build communities of loyal advocates who return, recommend, and defend them.

Emotional Intelligence and Trust

Trust in marketing is inseparable from emotional intelligence. A high EQ approach means:

• Consistency – showing up in the same authentic way across all platforms.

• Transparency – admitting mistakes, sharing intentions, and keeping audiences informed.

• Empathy – understanding what matters to customers and acting with integrity.

When brands demonstrate they truly understand and respect their audiences, they earn more than attention — they earn credibility.

Trust in Action

• Patagonia’s Radical Transparency
  Patagonia has built decades of trust by being upfront about its supply chain, sustainability goals, and even the challenges it faces.

• ASA / Advertising Standards Authority: UK Trust-Boost Campaign

  The UK’s ASA ran a multi-channel campaign with the AA’s Trust Working Group using iconic brand assets and familiar slogans from well-loved brands (Tesco, Marmite, IRN-BRU, Churchill, etc.) to show that advertising is regulated, honest, and overseen.

• Why it builds trust:
  • It’s transparent about what regulation means and how ads are checked.
  • It uses trusted brand voices people already know to amplify reassurance.
  • It runs across many channels (TV, print, digital, OOH) to maximize exposure and consistency.

• Impact: According to ASA / AA research, people who saw/heard the campaign were over 80% more likely to trust the ad industry; trust in “most ads” also rose significantly. Online ad trust jumped from ~16% to ~32%, TV from ~36% to ~51%.

How to Build Trust in Campaigns

1. Be consistent. Messaging, visuals, and tone should feel unified and dependable.

2. Communicate openly. Share your values, goals, and even setbacks honestly.

3. Put people first. Show empathy by solving real problems for your audience.

4. Back up promises. Never market what you can’t deliver.

The Takeaway

Trust is the most valuable brand currency. In a crowded marketplace, it’s not enough to simply say the right things — brands must prove they mean them. By embedding trust into every touchpoint with emotional intelligence, marketers can move beyond transactions to build lasting, loyal, and meaningful relationships.

See how emotionally intelligent your campaign is. Get in touch to try our Brand EQ Reporting.