New Report Unveils How Brands Can Earn Trust In A World Where 85 Of

October 15, 2025 10:00 ET | Source: Muck Rack Muck Rack NEW YORK, NY, Oct. 15, 2025 (GLOBE NEWSWIRE) -- VaynerX, in partnership with Muck Rack and Ipsos, today announced the release of a new research report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025. The report provides a comprehensive look at the evolving landscape of media consumption and attention, highlighting a critical new mandate for public relations practitioners. The research, which surveyed US consumers and brand leaders, reveals that while legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the...

This coexisting but nuanced environment demands that effective modern PR must fuse the credibility signals of traditional media with the scale and immediacy of social. “There’s a real opportunity for brand leaders that understand how to harness legacy and social media alongside their consumers,” said VaynerX CMO Avery Akkineni. “Effective modern PR strategies will consistently deliver evidence and resonance, while ensuring messages are authentic, verifiable, and everywhere. It’s exactly what we’re helping our clients do every single day across VaynerX.” "The State of Brand Trust in 2025: Global Insights from Recent Studies" explores how consumer trust in brands is evolving worldwide. Drawing from recent research, it highlights key trends, including the growing importance of transparency, authenticity, and social responsibility.

The report also examines regional differences, consumer expectations, and how trust influences purchasing behavior. Brands that prioritize ethical practices and clear communication are more likely to thrive in this trust-driven marketplace. In a world increasingly defined by volatility, authenticity, and digital saturation, brand trust has never been more critical - or more complex. As we enter 2025, the landscape of consumer trust is undergoing profound shifts driven by technology, transparency, and global socio-political dynamics. Recent research from leading consultancies, including Edelman, PwC, and NielsenIQ, paints a compelling picture: trust isn’t just a soft metric; it’s a hard determinant of growth, loyalty, and competitive edge. This article unpacks key findings from global brand trust studies published between late 2023 and early 2025 and synthesizes insights relevant to marketing leaders, brand strategists, and corporate communicators navigating this high-stakes terrain.

According to Edelman’s 2024 Trust Barometer, trust in institutions - governments, businesses, media, and NGOs - has become a "buy or boycott" factor for 71% of global consumers. Business remains the most trusted institution globally, but with a catch: stakeholders now demand brands to go beyond product promises. The line between corporate behavior and brand equity is blurring fast. Consumers are rewarding companies that display transparency, purpose-alignment, and ethical leadership. In the same study, 63% of respondents said they would purchase or advocate for brands based on their stance on societal issues, even if they were more expensive than competitors. Janita Pannu is the Founder of OPIIA Inc., an award-winning marketing agency.

It’s no secret that the global economy in 2025 is confronting its own set of challenges with trade tensions, persistent inflation and evolving consumer behavior. As the founder of a marketing agency with a background in psychology, I’ve spent many years analyzing how trust can shape purchasing decisions. My experience working with brands to navigate shifting consumer sentiment has given me a sharp understanding of what truly builds lasting customer relationships. In times of economic uncertainty, trust isn’t a luxury—it’s the foundation. Below, I’ll explore how businesses can foster trust and resilience in times of economic uncertainty—because in a market where confidence is low, trust isn’t just an asset; it’s a necessity. OECD expects global growth to decrease this year and additionally in 2026—with U.S.

GDP expected to fall and inflation continuing to be a major concern, consumers and businesses are being forced to reconsider their spending habits. Amid the turbulence of these economic times, consumer sentiment can often take a downturn. The Wall Street Journal reports a shift away from discretionary purchases, with households prioritizing essentials and businesses tightening budgets. “Brand Trust in the Age of Information Overload,” offers insight into how marketers can build trust and connection with today's conscious consumers Today, Intuit Mailchimp released the new international report “Brand Trust in the Age of Information Overload,” a critical set of marketing insights based on the results of a global survey that explores consumer connection,... The release shares survey results from 10,000 consumers in Australia, Denmark, Germany, Netherlands, New Zealand, Norway, Spain, Sweden and the UK, drawing from interviews conducted online by Sapio Research on behalf of Intuit Mailchimp.

The findings denote a modern attitude around personalisation, with most respondents eager to see their data used for more targeted product recommendations as long as those efforts go hand in hand with assurances of... In a digital landscape brimming with instant gratification and information overwhelm, consumers still value connection and trust right alongside free shipping and other commodified conveniences—even as they search for cost savings amid the inflation... The survey found that brand perception and trust can have an outsized impact on campaigns. Most consumers decide whether to read or click links in an email based on who it’s from (31%) versus preview text (18%) or subject line (18%). And even for those lucky loved brands, there’s a limit to consumers’ attention: Six emails per week is the average number respondents say they will receive from a brand before unsubscribing. However, sensitivity to individual preferences can help brands retain their subscribers.

More than half (52%) of consumers appreciate thoughtful marketing initiatives such as opt-out campaigns around Mother’s Day or Father’s Day. And when it comes to engaging with customers via email specifically, personalised content is most popular (56%), followed by limited and exclusive collections (42%). In fact, consumer demand for personalised marketing emerged as a major theme in the findings, with nearly half (45%) of consumers believing that the future of personalisation will mean they won’t need to search... Consumers broadly indicated they are happy to receive targeted brand recommendations based on personal data and behaviour, including shopping in person (59%), via search engine (57%) or on a website (57%). But as personalisation becomes more important for marketers, so does data—and, in turn, consumer trust around how and by whom that data is leveraged. The numbers are in: Customers will pay more for products from brands they trust.

That is, 87% of them, according to Salsify’s "2025 Consumer Research" report. Trust comes in multiple forms, as 69% of shoppers say product quality and value are the defining factors, while the same number points to brand reputation, and 61% highlight customer experience. But all types of brand trust come with the same caveat: It’s not something brands are given. It’s something they have to earn. Explore why trust matters to shoppers, unpack the trust trifecta, and offer four ways brands can build — and keep — consumer trust. Buying a product once is a transaction.

Buying it again — and again, and again — is a relationship. October 15, 2025 10:00 ET | Source: Muck Rack Muck Rack NEW YORK, NY, Oct. 15, 2025 (GLOBE NEWSWIRE) -- VaynerX, in partnership with Muck Rack and Ipsos, today announced the release of a new research report, Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025. The report provides a comprehensive look at the evolving landscape of media consumption and attention, highlighting a critical new mandate for public relations practitioners.

The research, which surveyed US consumers and brand leaders, reveals that while legacy media remains the anchor of trust (57% of consumers cite local news as their most trusted source), social platforms dominate the... This coexisting but nuanced environment demands that effective modern PR must fuse the credibility signals of traditional media with the scale and immediacy of social. “There’s a real opportunity for brand leaders that understand how to harness legacy and social media alongside their consumers,” said VaynerX CMO Avery Akkineni. “Effective modern PR strategies will consistently deliver evidence and resonance, while ensuring messages are authentic, verifiable, and everywhere. It’s exactly what we’re helping our clients do every single day across VaynerX.”

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