Author: Robert Wendt
Trust has reached a tipping point in America, and businesses need to wake up fast.
Have you noticed how difficult it’s become just to figure out what’s true? From scrolling social media to researching everyday purchases, consumers are doing mental gymnastics trying to separate fact from spin. And A.I. is only adding fuel to this fire. And they’re tired. Not just skeptical, exhausted. Aren’t you?
In a recent Elevate study of 1,000+ adults, 6 in 10 said it’s hard to know what’s real versus fake, and nearly half said they actively avoid content just to reduce stress.
Let that sink in for a minute.
Half of America says they are avoiding content to reduce stress.
Furthermore, 66% feel like it’s “one crisis after another” since the pandemic began.
That’s the headspace your customers are in. Anxious, overwhelmed, and mentally checked out.
So, why does this matter?
Because the old pre-pandemic tactics aren’t gonna work moving forward and as marketers we need to change our strategy. And it needs to happen fast if we want to win over the American consumer.
The majority of advertising is seen as “white noise” in the almost 100 studies we conduct each year.
One in four consumers describe most advertising as just “more noise,” and 52% of America say most brands fail to focus on what matters most to them.
Wait, what!?
Yes, you read that right.
More than half of America thinks our advertising messages are NOT hitting the mark.
And we get it, that hurts a little.
So how do we manage this distrust?
Listen to the consumer.
Broad promises like “best in the business” or “trusted since 1985” aren’t just ineffective, they’re forgettable.
People don’t need louder messages. They need clearer ones.
Slow down. Listen to the customer. They are giving us the answers!
What they’re craving is authenticity, specificity, and proof.
At Elevate, we call this Rawthenticity. It means real, unfiltered honesty that earns attention because it is raw and authentic and those two things earn trust, the most valuable brand currency you can earn.
Take home services for example. In a recent Elevate study, 7 in 10 consumers said the “quality of a company’s advertising (messages)” reflect the quality of their service.
That means the way you communicate i.e. your tone, visuals, etc. signal whether you’re worth believing.
A vague headline doesn’t just fall flat. It raises red flags.
Here are some examples we’ve seen test badly in our research…
- “We’re honest and reliable”
- “Service you can trust”
- “Service you can count on!”
- “Trust___________(brand name).”
Instead of “We’re honest and reliable” consider, “We explain every step before we do the work, show you why we recommend it, and never upsell what you don’t need.”
Be specific.
The need for clarity is even more urgent in complex categories like legal services.
In a recent Elevate legal study, 6 in 10 consumers said they don’t fully understand “you pay nothing unless we win or settle your case,” and 1 in 3 assumed there would still be hidden costs.
That’s a huge trust gap a law firm cannot afford to ignore.
A better message might be, “Here’s what to do after an accident, even if you don’t call us.”
This lowers pressure, builds value and adds credibility.
Our research says, 62% of Americans say it’s harder than ever to know which companies are trustworthy, and 61% say they intensely question brands before buying.
In 2025, trust is not just slipping in America. It’s in freefall.
Meanwhile, consumers are crystal clear on what they want.
In a recent Elevate study, America said they’re prioritizing the following.
- 91% say getting the most for their money is important
- 85% are focused on reducing stress
- 83% prioritize self-care and mental wellness
- 70% say “quality” starts with how you make them feel, not just what you sell
Bottom line: People want brands (and messages) that make their life easier.
When you’re building marketing or advertising messages a good rule of thumb to determine if you are living up to this need is to ask yourself, “What’s in it for me, the consumer”
If your message doesn’t answer that question, it’s not going to connect. Period.
Here’s the good news…
Despite all this volatility, 40% of consumers say they’re trying out new products and services. They’re open to change!
Your entire marketing strategy hinges on capturing trust.
However, empty one-liners are not going to get you there.
Slow down and be specific on how you can deliver that to the customer.
The brands that succeed will be those who drop the sales lingo, speak plainly, and show they actually listen. We would know because we see it in the 1,000 ads we test each year.
Trust is not optional in 2025. It is your most valuable currency.
Speak clearly. Be specific. Earn it every time!
