Trust in Turbulent Times: Building Authentic Brands in the Age of Skepticism

How Brands Build Trust in an Age of Scepticism

Trust now sits at the centre of how organisations are judged, yet it has rarely felt so easy to lose. For many brands, the challenge is not a lack of ambition or intent. Instead, growing scrutiny now tests whether words and actions genuinely align. Misinformation, social media overload and scepticism now define the landscape. How can brands still stand out and build trust?

Hanson Search recently hosted a senior-level panel discussion at The Ivy Club in London, Trust in Turbulent Times: Building Authentic Brands in the Age of Scepticism. The event brought together senior agency and in-house leaders from across communications, marketing and brand. Helena Ranger, Head of Brand at Hanson Search, chaired the discussion alongside Sophie Raine, Managing Director of Havas Red, Jo Grierson, CEO of One Green Bean, Steve Strickland, Chief Creative Officer and former Founder of Talker Tailor Trouble Maker, and Kathy Dover, Brand, Social and Influence specialist. Together, they explored how audiences build, test and withdraw trust. Today’s consumers are more sceptical, better informed and quicker to challenge brand claims.

The Erosion of Brand Trust and the Shift Towards Honest Communication

Panellists described a clear shift from traditional storytelling towards a demand for substantiation. Sophie shared findings from the recent Havas Meaningful Brands study, which revealed that 75% of consumers now expect scientific proof for health and wellness products. The study also found that 57% of consumers see brands that claim to prioritise trust as profit-driven. In this environment, brands must demonstrate progress, not perfection. Sophie pointed out that consumers no longer trust polished, perfect messages. Instead, they respond to imperfection and transparency.

Steve reinforced this point by stressing the importance of honesty in brand communication, as consumers quickly detect insincerity. This honesty extends beyond authentic messaging; it requires brands to openly acknowledge when they make decisions for profit rather than for the public good.

Influencer Partnerships, Employee Advocacy and Building Brand Trust

Consumer trust continues to move away from institutions and traditional advertising. As a result, many brands now lean into smaller and more intimate circles of influence. Sophie discussed how influence is increasingly being built through resonance rather than reach, with platforms like Substack and employee-generated content leading the charge. Steve also noted that consumers are increasingly drawn to employee-driven stories, citing examples from brands including Starbucks, where baristas become the face of the brand, offering a more genuine connection with audiences.

The role of influencers in building brand trust was also a focal point. Kathy explained that successful influencer partnerships depend on authenticity. She stressed the importance of allowing influencers the freedom to communicate the brand message in their own voice, ensuring that partnerships feel natural and genuine. She advised selecting influencers based on their alignment with a brand’s mission and values, rather than solely on reach.

Crisis Communications, Transparency and the Role of Senior Counsel

In an age when any misstep can lead to a public relations crisis, panellists agreed that transparency is crucial. They also stressed the importance of strong crisis management strategies and consistent brand values under pressure. The group pointed to the Oatly “FCK Oatly” campaign as an example of how transparency and humour can defuse backlash.

Managing a crisis, however, requires more than a sound strategy. It demands a genuine commitment to honesty. As Jo pointed out, consumers are not interested in perfection but in brands that show how they are actively improving. By revealing the steps they are taking to address mistakes, brands can build stronger relationships with their audience, even in the midst of a crisis.

AI, Brand Communications and the Risk to Trust

AI now reshapes communication and branding, bringing both opportunity and risk. Brands now use AI to streamline operations and test strategies. Concerns around authenticity have also grown. Steve cautioned against relying too heavily on AI-generated content, stressing that creativity and human intuition are essential to delivering truly impactful communications. At the same time, AI can be useful for tracking consumer sentiment and refining strategies, provided it’s used transparently and ethically.

What This Means for Brand and Communications Leaders in 2026

The panel’s actionable advice for brands looking to build and maintain trust in today’s volatile market:

1. Honesty Over Authenticity: Honesty matters more than performance, particularly when brands explain their motivations and business decisions.

2. Originality and Risk-Taking: Creative risk-taking helps brands stand out in a landscape where consumers are tired of trends.

3. Transparency is Key: Transparency builds credibility, whether through employee-generated content or clear crisis communication.

4. AI as a Tool, Not a Crutch: While AI can aid in efficiency and testing, it’s the human touch that truly resonates with consumers. Creativity must remain at the heart of brand communication.

5. Diversity in Teams: Having diverse teams that reflect the audiences they are trying to reach is crucial for maintaining authenticity and trust in messaging.

Looking ahead to 2026, brands will need to demonstrate transparency, credibility and visible progress to earn trust. In a world where consumers are increasingly sceptical, only those who can demonstrate real progress and honesty will emerge as leaders.

Huge thanks to our panellists Sophie, Jo, Steve and Kathy and to The Ivy Club for hosting the event.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Out team specialise in building successful ventures worldwide through our recruitment, interim and executive search work across communications, brand and marketing. Through this work we help organisations to strengthen senior brand, marketing and communications capability, supporting leaders as they shape brand strategy, respond to scepticism and lead brands through change. At key moments of growth or repositioning, we partner with businesses at key moments of growth or repositioning, providing access to insight and leadership expertise aligned to long-term brand trust.

If you are reviewing your brand leadership, evolving your brand strategy or building capability for the next phase of growth, our team would be pleased to speak.