Blake Power: The Trust Recession & Implications for Brands

By Blake Power, General Manager of Sydney, Hearts & Science

If 2024 was the year that we all found the true power of generative AI, 2025 is the year that we began questioning everything we read, see and hear.

Our latest Change of Heart research with The Lab shows we are living in what can only be described as a “Lack of Trust Era” or even better, ‘The Trust Recession’. Australians are no longer assuming information is credible simply because it appears in their feeds from a reputable brand. Instead, they approach every message with scepticism and seeking security – not certainty, using cynicism as a shield against being misled.

Misinformation spreads through various channels, notably public health myths and political campaigns, often amplified by AI and memes.

Concerns about digital privacy and the misuse of digital platforms are growing, leading to tighter regulations to prevent scams and fraud. Additionally, media bias and AI-generated content raise questions about the trustworthiness of the news, while the overall trust in political parties continues to be influenced by these narratives. Each of these topics illustrates different facets of how misinformation affects society and the ongoing efforts to combat it.

This is not a marginal trend we’re seeing. We analysed 5.6 million data points, and 382,000 decoded conversations had by Australians and the discourse around misinformation and trust had one of the highest levels of engagement we saw. And you guessed it, the sentiment was overwhelmingly negative.

So, what does this mean for marketers?

Trust is no longer in the message

Facts alone are no longer enough. Behaviour is shifting toward trusting the messenger over the message, with Australians prioritising emotional alignment, authenticity and values over data or credentials. In practice, this means that the question people are asking isn’t “Is this true?” but rather, “Why are you telling me this, and can I trust you?”

Three imperatives for brands to thrive in the Lack of Trust Era

1. 1. Proof over promotion
   Marketing real estate can no longer be reserved for slogans or glossy promises. Instead, it must serve as evidence, sharing progress, proof points, and lived stories that consumers can verify.
2. 2. Partner with trusted voices
   In a fragmented media environment, credibility is earned through association. Collaborating with credible creators, experts, and aligned communities delivers messages with authenticity, cutting through cynicism.
3. 3. Make transparency interactive
   Australians reward brands that show their workings. Inviting feedback, admitting missteps, and demonstrating responsiveness signal that a brand is open and evolving, not hiding behind spin.

Why this matters now

Misinformation and echo chambers aren’t going away. In fact, AI-driven content may accelerate the problem. In this context, brands have a rare opportunity and responsibility to serve as interpreters, not just informers. By anchoring communications in values rather than veneer, brands can not only protect their reputations but also become guides of reality for Australians navigating an increasingly uncertain media landscape.

At Hearts & Science, we believe that in a world where facts compete with feelings, the brands that win will be those that act with intention.