Here’s a disconnect: 87% of business leaders believe their company is trusted by consumers. But only 30% of consumers actually trust companies. That’s a staggering 57-point gap between what we think we’ve achieved and reality (PwC, 2022).

Most of us are approaching trust backwards.

The Trust Reversal

As Hemingway put it, “The best way to find out if you can trust somebody is to trust them.” In business, it’s the same. Brands that extend trust first are the ones that earn it back.

When brands show trust in their customers first – through generous return policies, transparent pricing, or admitting their own limitations – it creates what psychologist Keith Murnighan calls “obligation to reciprocate.” The customer feels compelled to prove they’re worthy of that trust.

How Trust Impacts Marketing Success

At the heart of successful marketing is a simple idea: people respond to brands that trust and understand them. When you lead with trust – rather than trying to “win it over time” – you make it easier for customers to connect with your brand and hopefully remain advocates for life.

We’re all more likely to buy, show up or share something when we feel like the company behind it genuinely respects and knows us. And there’s science behind it too as feeling trusted can trigger oxytocin in the brain, which helps people feel more relaxed and open.

Building Trust Through Vulnerability

The key is identifying what your target audience needs to feel trusted, not just trusting of you. What obstacles are in their way? What assumptions are you making about their intelligence or judgment? How can you demonstrate confidence in their decision-making ability?

Understanding this helps you create marketing that feels like partnership rather than sales persuasion. While trust doesn’t develop overnight, consistency in showing faith in your audience will build credibility over time.

Military strategists have a term for this – “multidirectional trust” – it doesn’t just flow from customer to brand, but in all directions. When you trust your audience’s intelligence, their values and their ability to make good choices, they reciprocate.

What This Means for Your Marketing

You don’t need to get every word perfect. Instead, consider showing a bit of trust upfront – whether that means being transparent about what you’re still figuring out, or simply showing respect for your audience’s ability to make good decisions.

Some of the most trusted brands aren’t the ones with the most polished campaigns. They’re the ones that lead with honesty, openness and a willingness to let the customer in.

Trust your audience, and they’re far more likely to trust you back.

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