Trust Still Earns the Premium

The last decade has created a jaded customer. We consume more media than ever at the same time, our minds generally understand that we shouldn’t completely trust what is being said to us. That said, most people actively pursue and transact with companies that they feel they can trust. But don’t take that as loyalty because as soon as that trust breaks they will be quick to leave and never return. Understanding trust as a science - blending value and safety - and incorporating trust metrics into your marketing dashboards as a performance driver can help make sure you continue to build and maintain trust with customers who are much easier to keep than to acquire.

80% of consumers say they will choose a brand they trust even when it costs more. And trust protects as much as it earns: 7 in 10 consumers, along with nearly 8 in 10 B2B buyers, say they have left a brand once that trust was broken.

Even in times like these, customers are seeking out trustworthiness and safety as a deciding factor in whether to do business with you. Understanding and implementing trust as a measurable revenue driver, rather than solely a core value, leads to real business. Worth watching where yours is thinning before it shows up in the numbers.

Source: McCann, June 2026