Consumer trust is no longer a given. Increasing scepticism, fuelled by misinformation, perceived hypocrisy, and vague communication, is undermining businesses’ efforts to grow their brands. The recent research from the University of Adelaide highlights this challenge: when brands fail to communicate clearly or address issues proactively, audiences disengage. Trust is particularly elusive for brands in stigmatised industries, where efforts to be transparent are often misinterpreted. With trust, businesses can connect with their customers and also avoid losing relevance entirely.
Transparency Without Alignment Isn’t Enough
Transparency alone isn’t the solution – it’s the alignment of purpose, communication, and action that builds trust. Dr. Kate Sansome’s research underscores that consumers aren’t just looking for more information; they’re looking for consistency and authenticity.
Scepticism deepens when brands avoid difficult conversations or fail to address topics their audiences care about. For example, the rise of “greenhushing” – remaining silent about sustainability efforts to avoid backlash – reflects the hesitancy of brands to engage meaningfully. But silence and inaction create their own risks: a perception of dishonesty or disconnection from the values consumers hold dear.
This disconnect is especially damaging when businesses try to address complex issues like environmental impact or affordability. Without clear, evidence-based communication, consumers are left questioning a brand’s motives.
Align Purpose, Communication, and Action
Trust grows when brands take a conscious, aligned approach to their purpose, communication, and behaviour. It’s about ensuring what you believe, what you say, and what you do work together seamlessly to reflect your values. Our Conscious Growth framework highlight the following principles:
1. Communicate Transparently and Proactively
Consumers want clear, timely, and honest communication – especially on issues that matter to them. This means addressing concerns like cost-of-living pressures or sustainability efforts openly and with well-explained, evidence-based information.
Storytelling and visual tools, such as infographics, can help simplify complex topics and convey your brand’s intentions. These methods create clarity and engagement, fostering a deeper understanding of your actions.
2. Embrace Integrity Through Alignment
Trust isn’t built through words alone. It requires alignment between your stated values, everyday actions, and long-term vision. For example, when a brand commits to sustainability, it should show progress – not perfection – through incremental steps that align with its purpose.
3. Humanise Your Brand to Build Emotional Connection
Consumers want to connect with brands that feel authentic. Storytelling allows you to go beyond facts and data, showing the human side of your business. Share challenges, celebrate wins, and highlight the people behind your efforts to build trust and relatability.
4. Address Difficult Topics Head-On
Avoiding issues like environmental responsibility or ethical practices only deepens the scepticism. Brands in stigmatised industries, such as mining or fast fashion, can lead with transparency by acknowledging challenges and demonstrating progress.
How This Builds Brand Growth
Trust is not just a feel-good concept; it’s the foundation of sustainable brand growth. As our Conscious Growth Brand Guide outlines, trust results from consistent alignment between purpose, communication, and action.
- Awareness: Regular, authentic communication ensures your brand remains visible and memorable.
- Connection: Storytelling and transparency help audiences relate to your brand, creating emotional engagement.
- Trust: Consistency in behaviour and messaging builds confidence, fostering long-term loyalty.
This framework aligns with the Adelaide study’s findings: when brands communicate proactively, engage transparently, and demonstrate integrity, they’re better positioned to earn consumer trust.
A Path Forward for Business Leaders
For business leaders, this is the opportunity to lead with purpose and clarity. It starts with understanding what your organisation stands for and ensuring every interaction reflects those values.
Dr. Sansome’s research reminds us that transparency is an ongoing dialogue, not a one-time strategy. By aligning your brand’s purpose, communication, and actions, you build a foundation of trust that withstands scepticism and positions your business for conscious growth.
This approach isn’t about perfection – it’s about progress. Each aligned action strengthens trust, turning sceptical audiences into loyal advocates. For leaders ready to commit to this path, the reward is not just growth but a legacy of meaningful impact.