Why building trust is now as important as desire for brand success
A point Coral made that highlights the growing tension brands face was that “Advertisers are set up to drive desire, not trust,” but today’s consumers expect much more from the brands they support.
In a world where over 60% of people distrust the media, according to our survey with Censuswide, brands are expected to act as beacons of trust, transparency and ethical leadership.
For marketers, this means adopting a new mindset. It’s no longer just about driving short-term sales or brand visibility. Brands must build long-term trust by delivering responsible messaging that aligns with their audience’s values. Coral highlighted how Sky Betting and Gaming’s safer gambling initiatives actively go beyond industry standards to protect its audience. This demonstrates that trust-building can co-exist with commercial success.
Responsible advertising choices protect brand and reputation
Richard Wilson discussed the critical role of media integrity in shaping consumer perceptions. With global marketing budgets exceeding £700 billion, the way brands allocate funds can either support a healthier media landscape or perpetuate misinformation and hate.
While brands might not intentionally support negative content, many inadvertently do so by not vetting their media partners thoroughly enough. Richard stressed the importance of choosing ethical media platforms that reflect a brand’s values. When brands like Lego and Grind Coffee pulled their advertising from outlets that didn’t align with their principles, they not only preserved their reputations but also strengthened consumer loyalty.
For Builtvisible, this is a crucial part of how we help brands, particularly in the Digital PR team where we operate our Be Kind policy. Through our deep understanding of the media ecosystem, we ensure that brands place their content in the right environments – those that promote integrity, inclusivity and positive engagement.
Knowing your audience builds loyalty and trust
One of the central takeaways from the webinar was the critical importance of truly knowing your audience. In an age where consumers are bombarded with content across multiple platforms, it’s essential for brands to understand not only who they’re talking to, but also where and when to reach them.
By conducting regular customer insights, brands can better tailor their messaging to meet the needs and values of their audience. For example, something we do at Builtvisible is to integrate audience feedback into campaign development to ensure brands stay relevant and maintain a strong emotional connection with their customer base.
This builds loyalty – not just through what brands say, but how and where they say it.
Accountability: How to ensure your marketing practices match your values
The panel highlighted internal accountability as crucial for responsible marketing. Brands need to ensure their teams align with the ethical standards they project externally. This includes processes that challenge stereotypes, ensure diverse representation and reflect broader community values.
Coral shared how Sky Betting and Gaming regularly reviews campaigns to ensure they are free from bias. Richard also explained how responsible ad spending can shape positive changes in media.
At Builtvisible we understand responsible marketing starts from within, working closely with brands to build frameworks for campaigns that are inclusive, ethical and effective.
Consumers want more transparency, accountability and authenticity from brands
Responsible marketing is no longer optional— it’s a commerical necessity. Consumers demand more transparency, accountability, and authenticity. Brands that succeed will be those that embed ethical practices into every facet of their marketing—from internal processes to media partnerships and customer engagement strategies.
Take the lead in responsible marketing
The key takeaway from the webinar is that responsible marketing isn’t a ‘nice-to-have’. It’s essential for future growth. Brands that prioritise ethical practices and integrity in their marketing efforts will not only protect their reputations, but also build deeper, more meaningful relationships with their consumers.
Builtvisible is committed to responsible marketing. Our comprehensive approach combines cutting-edge insights, strategic media planning and a deep commitment to ethical standards. For brands looking to future-proof their marketing efforts and lead with purpose, the time to act is now.
Ready to align your marketing with responsibility? Get in touch today to discover how we can help your brand lead the way in responsible marketing while driving measurable results.
