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ADWEEK House

Building Consumer Trust in the Age of Accountability

The importance of cultural credibility for brand success

(L-R) Starcoms Preeti Nadgar, Samsung Electronics Americas Keena Grigsby, Robloxs Todd Lichten, Marriott Internationals Brad Hiranaga, ADWEEKs Will Lee, JPMorganChase’s Lauren Griewski, Tripadvisors Jessica Stone, WPP Medias Gonzalo Del Fa
(L-R) Starcom's Preeti Nadgar, Samsung Electronics America's Keena Grigsby, Roblox's Todd Lichten, Marriott International's Brad Hiranaga, ADWEEK's Will Lee, JPMorganChase’s Lauren Griewski, Tripadvisor's Jessica Stone, WPP Media's Gonzalo Del Fa
Dawn Papandrea-headshot
By Dawn Papandrea

This post was created in partnership with Chase Media Solutions

Key takeaways

  • Building trust among an audience can take years of commitment and effort, and needs to be done with honesty and vulnerability. 
  • In today’s digital world, being transparent about what will happen with consumer data will help solidify that trust.
  • On top of establishing trust, marketers need to recognize what cultural moments it does and doesn’t make sense to get involved in.

What does it mean to build consumer trust in an era of data overload and cultural fragmentation? Today’s brands recognize that resonating across different generations, cultures, and lived experiences can be challenging.

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Dawn Papandrea

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