Bridging the Reliance on Influencers and Restoring Trust between Businesses and Shoppers
Bridging the Reliance on Influencers and Restoring Trust between Businesses and Shoppers
Our latest analysis revealed that a significant trend from my recent 2025 forecast was the significance of a brand's success in the upcoming year, reliant on its ability to establish and uphold trust with consumers.
The loss of consumer trust in brands is mainly due to their apprehensions about data privacy, security, and more recently, the responsible implementation of artificial intelligence (AI). Although these concerns are not new, the incorporation of generative AI within the last couple of years seems to amplify and intensify them, as they now extend to the transparent and ethical use of AI.
This pattern is backed by research from the Qualtrics XM Institute, which indicates that trust levels between consumers and companies in the US have reached their lowest point since 2016 and are currently at the same level as those from 2012.
However, this study also demonstrated that young consumers express the most distrust towards brands, with an average trust rating of 57% for individuals aged 65 and above, dropping to only 28% for the 18- to 24-year-old age group.
As a consequence, several consumers, especially young ones, no longer believe that brands have their best interests at heart and question their own self-promotion.
Despite this, consumers are still on the lookout for quality products, services, and experiences.
However, due to the trust void existing between them and brands, they are increasingly relying on different sources of trustworthy information and recommendations to assist them in their purchasing decisions.
One of these sources is influencers, who are becoming increasingly influential in building stronger levels of trust and connection between brands and their customers while expanding their reach. This is highlighted by recent research from Adobe, which reveals that 37% of Gen Zers have made a purchase based on an influencer’s recommendation, with influencers converting shoppers 10 times more than social media as a whole.
Moreover, according to Vivek Pandya, Director at Adobe Digital Insights, their most recent data indicates that “During Cyber Week, Affiliates and Partners (which includes social media influencers), generated a 19% revenue share and experienced a 23.4% YoY growth, reflecting the growing influence of this channel.”
These statistics are certainly noteworthy but do not surprise Clare Lawson, CEO of Ogilvy One EMEA, who believes that “Consumers are weary of push communications and ads. Influencers, with their engaged communities and relatable personalities, build genuine trust. They share real experiences and create authentic connections that enhance brand loyalty and positive word-of-mouth. Sustained two-way ongoing engagement is essential for excellent CX.”
Lawson continues to say that “Influencers are rapidly evolving into key figures in shaping the future of customer experience (CX). They are no longer just about sales; they are transforming how brands connect with and understand their customers. This presents a significant opportunity for businesses to develop a more authentic and impactful CX strategy.”
Given the trust difficulties that brands face, it appears that influencers could be an essential tool for numerous brands in building and sustaining trust with their clients in the coming year.
However, to achieve success in this area, Daphne Robertson, the VP of Customer Experience and Operations at #paid, advises that brands must “Trust your creators and grant them the autonomy to produce authentic content that resonates with their audience because they know their audience best.”
This requirement may prove challenging for some brands.
However, considering the changes in the search landscape and increased competition across digital channels, utilizing influencers to build and maintain trust while expanding their reach seems like a wise move.
In light of the significant decrease in consumer trust towards brands due to data privacy concerns and the misuse of AI, influencer marketing has emerged as a powerful strategy to rebuild trust. According to Adobe, 37% of Gen Zers have made a purchase based on an influencer's recommendation, demonstrating the influence of influencers in shaping customer experience and driving sales.
Furthermore, to effectively leverage influencer marketing for improving customer experience and trust, Daphne Robertson, the VP of Customer Experience and Operations at #paid, suggests that brands should trust their creators and give them the freedom to produce authentic content that resonates with their audience, as they understand their audience best.