What Drives Consumer Trust: Fostering Authentic Consumer Connections

Consumer skepticism is at an all-time high. As trust in institutions, media, and brands declines, consumers no longer accept corporate claims at face value. Instead, they scrutinize messaging, question motives, and demand proof of authenticity before engaging with a brand. In this landscape, aligning with consumers’ beliefs is a necessity.  

Recent missteps highlight the risks of misunderstanding consumer expectations. Google’s Gemini showcase eroded trust by failing to reinforce confidence in the company’s commitment to surfacing the best information. And Bumble’s users saw its ad campaign attacking celibacy as a betrayal of the platform’s promise to empower women. Both brands miscalculated because they relied on traditional demographic segmentation rather than recognizing the belief systems that create meaningful consumer connections.  

This webinar will explore how brands win or lose consumer trust — whether through their handling of price increases, their corporate responsibility efforts, or their engagement with niche communities like gamers. Through real-world case studies, Analyst Elena Gorachinova and Product Manager Derek Gingrich will demonstrate how addressing consumer beliefs directly, rather than simply signaling demographic alignment, builds credibility and prevents missteps that come across as insincere. By understanding the deeper motivations behind consumer trust, brands can avoid the pitfalls of virtue signaling and foster genuine connections.  

We’ll also discuss the challenges and opportunities of engaging belief-driven consumers — helping brands navigate how to build trust without overstepping, alienating audiences, or falling into the trap of performative branding.