WHITEPAPER: The State of Trust

Navigating the shifting trust debate

---

Trust has always been the invisible currency between people, platforms, and brands. In 2025, it has never felt more at risk.

AI has entered the mainstream, accelerating how we create, consume, and question information. Meanwhile, confidence in traditional media continues to decline, and social channels now serve as both the front page of news and the epicentre of misinformation.

For advertisers and brands, this erosion presents both challenge and opportunity. Institutions may be losing ground, but brands increasingly hold the advantage: trusted more than governments, media, and even employers.

This report explores the generational dynamics shaping trust in AI, media, and advertising. It highlights how cultural behaviours are shifting and how word of mouth and lived experience remain the most powerful drivers of credibility.