The Rising Tide of Brand Trust

Dara Treseder, Chief Marketing Officer at Autodesk, articulated a critical truth: brands are now often held in higher regard than traditional institutions like media and government. This shift, underscored by Edelman’s 2025 Brand Trust report, reveals a growing consumer desire for reliability and genuine connection. Eighty percent of consumers now report trusting the brands they use – a significant increase reflecting a broader societal trend.

But earning this trust isn’t automatic. Treseder emphasized that authenticity isn’t merely a buzzword; it’s the harmonious alignment of a brand’s stated values, its internal beliefs, and its demonstrable actions. “Consistency between what you say, what you believe, and ultimately what you do… that is ultimately how you earn trust,” she stated during the panel discussion in New York City on November 18, 2025.

The Power of Narrative and Empathy

This emphasis on consistency resonates with behavioral economics research. Katy Milkman, a professor at the Wharton School of Business at the University of Pennsylvania, explained that consumers are far more likely to connect with brands that tell compelling, empathetic stories. These narratives, populated with relatable individuals, demonstrate the tangible impact a company has on people’s lives. Simply put, showing how a brand helps, not just that it helps, is paramount.

Consider the challenge facing businesses today: how do you build a narrative that resonates with a diverse and increasingly discerning audience? What role does personalization play in fostering genuine connections?

Navigating the AI Revolution

The conversation also turned to the transformative potential – and potential pitfalls – of artificial intelligence. Nuno Leal, EY Studio+ America Marketing Practice Leader at Ernst & Young LLP (EY), cautioned against a fear-driven approach. While consistency is vital, brands must be willing to embrace risk and experiment with new technologies like AI. He recounted an instance where a brand executive recoiled at the mere mention of AI, fearing potential missteps. “If your first reaction is not taking any risk… 80% of your brand will just be vanilla,” Leal warned.

However, the panelists were united in their belief that AI should augment, not replace, human creativity. Milkman’s research suggests that relying solely on AI can lead to suboptimal decisions. The most effective approach involves integrating AI as a “coach” alongside human expertise, fostering a collaborative environment that leverages the strengths of both.

Did You Know?

The Future of Branding: Human-Centricity and Courage

Looking ahead five years, the panelists predicted that AI will reshape the marketing landscape, but it won’t diminish the importance of a strong brand identity. Leal emphasized the need to “elevate brands” within organizations, protecting their creative core and ensuring they remain rooted in human values. The key, it seems, is to harness the power of technology while preserving the authenticity and emotional resonance that define truly great brands.

Pro Tip:

Frequently Asked Questions About Brand Authenticity

1. Why is brand authenticity so important in today’s market?
   Authenticity is crucial because consumers are increasingly skeptical of marketing claims and seek genuine connections with brands that align with their values.
2. How can brands demonstrate consistency in their messaging?
   Consistency requires aligning a brand’s stated values, internal beliefs, and actions across all touchpoints, ensuring a unified and coherent message.
3. What role does storytelling play in building brand trust?
   Storytelling helps consumers connect with a brand on an emotional level, demonstrating its impact on real people and fostering a sense of empathy.
4. Is it risky for brands to experiment with new technologies like AI?
   While there are risks, avoiding experimentation altogether can lead to stagnation. Brands should embrace AI as a tool to enhance creativity and efficiency, not replace human ingenuity.
5. How can companies ensure AI enhances, rather than detracts from, their brand authenticity?
   By using AI as a collaborative partner, integrating it with human expertise, and prioritizing ethical considerations, brands can leverage its benefits without sacrificing their core values.
6. What is the relationship between brand trust and consumer loyalty?
   Higher brand trust directly correlates with increased consumer loyalty, as customers are more likely to repeatedly purchase from and advocate for brands they trust.