The 2025 Edelman Trust Barometer paints a stark picture: Trust in major institutions is collapsing, and it’s reshaping how people evaluate the companies they buy from. Globally, 61% of respondents report a moderate or high “sense of grievance,” believing that government and business make their lives harder while benefiting the wealthy. Many believe that institutions like government, media and even nonprofit organizations are not operating in the public’s best interest. In the U.S., this fracture is even more pronounced as confidence in media and government continues to erode across every channel. In this landscape, business emerges as the most trusted institution at 62%, but that trust is highly conditional and easily lost. For brands, this means the bar has never been higher.
People expect ethical behavior, transparency in operations and authenticity in communication. Brands may hold more trust than other institutions right now—but that trust is fragile, and maintaining it requires consistent, values-backed action.
Trust and Consumer Behavior
For brands, rising distrust isn’t just a cultural shift; it’s a direct signal of where consumers will and won’t spend their money. Nearly half of U.S. consumers now actively reward brands that reflect their values and are quick to walk away from those that don’t. Entire categories are losing customers simply because people no longer trust the companies behind them. Boycotts, callouts and viral takedowns have become routine pressure points that can reshape a brand’s reputation overnight. Consumers are no longer just evaluating messaging or product availability—they’re auditing behavior. Every action, partnership, product decision and response becomes a trust signal. When brands misstep or show inconsistency, regaining consumer trust begins with contrition and then actionable steps to right the wrong. Brands wanting to right their messaging need a PR crisis plan that focuses on how they are aligned, transparent and authentic.
B2B Trust: Credibility Is the New Reach
Brands operating in the B2B space are feeling the trust shift just as intensely. A 2025 LinkedIn/Ipsos study found that 94% of B2B marketers now consider trust the most important driver of business success. Buyers are no longer persuaded by polished corporate speak—they want transparency, proof and human connection. Short-form video, creator content and the authentic voices of employees and customers have become the most influential trust-building tools. This shift means brands must show credibility, not just claim it. Consistent actions, accessible expertise and authentic perspectives now outperform traditional campaigns. A brand that fails to demonstrate real authority or trustworthiness risks losing not just visibility, but long-term relationships and revenue.
Generational Divide: Millennials vs. Gen Z
Trust varies significantly by generation, and brands that want to build long-term loyalty must understand those differences. Millennials came of age during a period of institutional optimism that slowly faded, shaped by the 2008 financial crisis and the rise of digital transparency. As a result, they continue to extend moderate trust to institutions and gravitate toward brands that demonstrate community impact, transparency and meaningful, purpose-driven commitments. They reward values alignment, consistent messaging and brands that invest in long-term relationship building.
Gen Z, however, operates by a different trust code—one that is both more skeptical and more value-driven. Our proprietary research on this cohort’s approach has led us to the term “brand-promiscuous”—not a disloyalty but a willingness to actively shop a variety of trusted brands for what’s next, new or the best value. If your brand hasn’t earned their trust, they are more than willing to move on to try out another. Their trust behaviors are defined by buy-cotting: the deliberate choice to purchase (or not) from brands specifically because those brands uphold ethical practices, social values or transparent operations. They reward brands that show consistency between what they say and what they do.
This matters because Gen Z can spot disingenuous branding instantly. Overly polished creative, vague purpose statements or performative activism immediately undermine trust. To resonate authentically, brands must share their story, mission and values with clarity and honesty—through visually compelling creative that isn’t glossed to perfection. Being upfront about challenges, pricing and corporate practices goes further with Gen Z than trying to appear flawless. Ultimately, they reward brands that are true to their beliefs, even when those beliefs aren’t universally popular. For this generation, authenticity is proof and consistency is currency.
Building Trust Across Marketing Functions
For brands, trust can’t be siloed—it must be built into the organization’s DNA. That starts with strategic clarity, ensuring the brand’s actions genuinely align with its stated values and that audiences are understood through their trust attitudes, not just demographic profiles. Creative and advertising must prioritize authenticity over perfection, leveraging real stories and responsible media choices that reinforce credibility. Public relations becomes a trust engine when brands communicate transparently, respond thoughtfully to challenges and use third-party validation to deepen legitimacy. Internally, employee communication—and empowerment—matters just as much. Employees who understand the brand’s purpose become credible advocates. And across customer engagement, transparency, ethical personalization and community building must guide every interaction. When brands integrate trust into every touchpoint, it stops being a talking point and becomes a tangible competitive advantage.
TL;DR
- Trust is the new brand differentiator, and consumers are shifting their spending to companies whose values they can verify, not just hear about.
- Brands must show, not tell. Behavior, transparency and consistent follow-through now matter more than polished messaging.
- B2B buyers trust people over logos. Employee voices, customer proof and creator content outperform traditional corporate communication.
- Millennials reward aligned values; Gen Z demands proof. Brands must tailor trust-building to each generation’s expectations.
- Trust must be embedded across strategy, creative, PR and customer engagement. When brands build trust into every touchpoint, they gain loyalty, resilience and long-term relevance.
Are you searching for a partner that can help your brand boost trust credibility? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.