How Trust (And Lack of It) Shapes Today’s Market

  • assured reliance on the character, ability, strength, or truth of someone or something
  • one in which confidence is placed
  • dependence on something future or contingent
  • reliance on future payment for property (such as merchandise) delivered
  • a charge or duty imposed in faith or confidence or as a condition of some relationship
  • If you sense I’m being authentic
  • If you sense I have rigor in my logic
  • If you believe my empathy is towards you


  • Does your brand do what it says it does? Are it’s brand values aligned with the causes you support?
  • Is your money and business model aligned with the causes you support? Does your product do what it says it does?
  • Do you feel that the people behind the brand really care?


  • Does your brand say what it does with individual’s data? Where does it get the data from? Is your brand doing something with individual’s data that they wouldn’t sign up for?
  • Does the information exchanged equal the value offered by the brand?
  • Does it feel like your brand cares about protecting individual’s data?


  • Does your brand send out useful messaging? Is it timely? Relevant? Does the quality of the content live up to the risk of engaging with it?
  • Does 2+2 = 4? Can your readers trust that you are using real statistics to draw your conclusions? Are your claims backed by something other than your word? Does your content feel organized and make sense?
  • Does the brand messaging communicate that the individual’s problem is valid and offer solutions to help? Does it feel like the brand is just pushing to make money or actually make the individual’s experience better?
  • Authenticity
  • Rigor of logic
  • Empathy



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